The war is on and Ola is leaving no stone unturned to ensure its dominance in India. And this time it has come up with an innovative way to beat its arch-rival Uber. The company on Tuesday launched Ola Play, an in-cab entertainment platform, to lure customers.

“I believe this will completely transform the consumer’s ride experience, giving the user the power to control the interactions within the car, and usher in a new era in the ride-sharing industry,” Bhavish Aggarwal, Co-Founder and CEO of Ola said in a statement to IANS.

Users can listen to their favourite songs or watch their TV shows in HD by using their Ola Apps to sync their smartphones with the Ola Play ecosystems.

Ola has partnered with Apple Music, Sony Liv, All India Bakchod, Fynd and Audio Compass to provide a unique experience to its customers.

Ola Play will be made available on Ola Prime in Bengaluru, Mumbai and Delhi and will be rolled out across other cities by March 2017, the company said in a statement today.