Swiggy’s IPL 2025 Campaign Hits Sixes with Real-Time Sizzle

When it comes to cricket, few things get fans on their feet like a towering six. This IPL 2025, Swiggy, India’s leading food delivery platform, turned every big hit into a reason to celebrate—not just for the players, but for millions of hungry fans at home. In a game-changing collaboration with digital agency PivotRoots (A Havas Company) and interactive media partner mCanvas, Swiggy rolled out a campaign that was as dynamic and thrilling as the T20 matches themselves.

Turning Every Six into a Sizzling Offer

The heart of Swiggy’s IPL 2025 campaign was a simple, irresistible promise: every time a six was hit during a match, users could unlock a massive 66% discount on their Swiggy orders. This wasn’t just a clever marketing gimmick—it was a live, real-time offer that synced perfectly with the pulse of the game, making every six a shared moment of joy for cricket lovers and foodies alike.

Real-Time, Cross-Platform Innovation

Delivering such a moment-driven campaign at scale was no small feat. Swiggy, PivotRoots, and mCanvas conceptualized a first-of-its-kind, full-funnel, real-time campaign that spanned Connected TV (CTV), OTT, and mobile platforms. As soon as a six was hit, viewers watching on premium smart TVs (like Sony Bravia, LG, and Samsung) and OTT platforms (such as JioCinema) saw instant creatives announcing the offer.

But Swiggy didn’t stop there. To keep the buzz going even when matches weren’t live, fallback creatives were served during non-match hours, ensuring that the brand stayed top-of-mind for users throughout the IPL season.

Multi-Screen Engagement: From TV to Mobile

Swiggy’s campaign was a masterclass in cross-device marketing. Users who saw the campaign on their TVs were later retargeted on their mobile devices, nudging them to open the Swiggy app and make the most of the offer. This seamless journey from awareness to action helped Swiggy drive not just engagement, but real conversions.

Surbhi Johri, Brand Marketing at Swiggy, summed it up:

“This IPL, we wanted to elevate how fans experience cricket—not just with great food, but with great offers that made the game even more exciting. Working with PivotRoots and mCanvas allowed us to make this idea come alive in real time, at a massive scale.”

Numbers That Speak for Themselves

The campaign wasn’t just innovative—it was highly effective.

• View-through rates (VTRs) on Connected TV exceeded platform benchmarks, marking Swiggy’s best performance on the medium to date.
• Click-through rates (CTRs) from mobile retargeting were 4x higher than previous campaigns, showing how well the offer resonated with users.

This synergy between awareness and performance highlights the power of real-time, contextual marketing—especially during high-stakes events like the IPL.

The Power of Moment Marketing

Praveen Joshi, VP Media at PivotRoots, explained the vision:

“Our goal was to translate the thrill of cricket into an interactive, multi-screen experience—not just for the fans, but for Swiggy as a brand. The success of this campaign proves the potential of moment marketing when combined with smart, cross-platform execution.”

By blending creativity with contextual technology, Swiggy’s IPL 2025 campaign didn’t just catch eyeballs—it set a new benchmark for real-time marketing in India’s digital ecosystem.

Why This Campaign Worked

• Timely Offers: Fans got instant rewards linked to live match moments, making the experience more immersive.
• Cross-Platform Reach: From TV to mobile, Swiggy was everywhere the fans were.
• Engagement and Conversion: The campaign moved users from excitement to action, driving both brand love and sales.

A New Era for Digital Campaigns

In an era where attention is fragmented and fans are always on the move, Swiggy’s IPL 2025 campaign stands out as a playbook for how brands can use real-time, contextual marketing to win big. By turning every six into a celebration, Swiggy not only delighted cricket fans but also set a new standard for digital innovation in India.