When cricket fever grips India, few platforms match the scale and energy of the Indian Premier League. For the 2025 season, Swiggy tapped into this cultural phenomenon with an ambitious campaign designed to make every six, four, and wicket more than just a game highlight. By partnering with PivotRoots and mCanvas, Swiggy used live cricket moments to connect with audiences in real time across Connected TV and mobile, turning moments of sporting excitement into opportunities for food delivery engagement.

The Objective

Swiggy’s goal was to dominate high-energy IPL moments, ensuring that the brand stayed top of mind for millions of fans while encouraging immediate action. The campaign was built on four key objectives: build awareness at scale, drive action on the Swiggy mobile app, reinforce recall even beyond match hours, and promote limited-time offers tied to live in-game events.

The Challenge

With IPL attracting billions of impressions across television and digital, brands face significant clutter. The challenge for Swiggy was to stand out while bridging the gap between passive CTV viewership and actionable behavior on mobile. To succeed, Swiggy needed to reach audiences in real time, sustain visibility even during non-match hours, and translate viewer excitement into measurable app traffic.

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The Creative Idea

The creative concept revolved around moment-driven offers. On Connected TV, viewers were greeted with live overlays triggered by game events. For instance, every time a six was hit, Swiggy flashed the message “When bois hit a 6, you get 66% OFF!” along with a live score API, offer details, and a QR code leading directly to the Swiggy app. To maintain relevance beyond live play, secondary creatives were served during non-match hours.

On mobile, the campaign extended into animated interstitial ads featuring Swiggy’s brand ambassador. These creatives carried consistent messaging with an “Order Now” CTA, ensuring users could easily claim offers. Retargeting created a closed loop, reinforcing brand recall and prompting conversions.

Results

The results confirmed that Swiggy had mastered the art of moment marketing. On Connected TV, the campaign reached more than 73 lakh viewers, generated over 69 lakh video views, and achieved a video-through-rate of 94 percent — 17.5 percent higher than industry benchmarks.

On mobile, the campaign reached more than 30 lakh users and delivered a click-through rate of 5 percent, which was ten times higher than the industry standard.

The overall impact during the IPL 2025 period was equally impressive. Swiggy reported a 9 percent increase in app traffic compared to business-as-usual months and a 24 percent rise in monthly keyword searches tied to campaign-related offers.

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Brand Voices

Surbhi Johri from Swiggy’s Brand Marketing team explained, “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.”

Praveen Joshi, Vice President of Media at PivotRoots, added, “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.”

Why It Matters

This campaign demonstrated how brands can effectively leverage contextual, real-time triggers to capture audience attention during one of India’s most emotionally charged cultural events. By combining CTV’s immersive reach with mobile’s actionable interactivity, Swiggy created a seamless full-funnel experience that not only increased brand recall but also boosted conversions.

 

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