Ola, a rideshare firm, has rolled out its #DoYourShare campaign in three Indian cities to encourage participants to embrace share ride options to help cut down carbon emissions.

The campaign has been launched in three cities, Mumbai, Delhi and Bangalore.

This initiative is backed by global research entity World Resources Institute (WRI).

"With our #DoYourShare campaign, our goal is to help cities reduce on road congestion and unhealthy traffic jams, by encouraging more and more commuters to opt for Ola Share."

Ola intends to reduce carbon emissions by 400 tonnes in each of these cities during the campaign period of 15 days.

Ola CMO and head of categories Raghuvesh Sarup was quoted by Traffictechnologytoday.com as saying: “Shared mobility is the new paradigm for sustainable transportation.

“With our #DoYourShare campaign, our goal is to help cities reduce on road congestion and unhealthy traffic jams, by encouraging more and more commuters to opt for Ola Share."

At key junctions, Ola has installed billboards that display and also track carbon emission reductions made by commuters taking the Ola Share ride options.

In India, Ola Share service is offered in 102 cities. Users can book from over 450,000 cabs through Ola mobile app.