SWIGGY HAS LAUNCHED a real-time IPL campaign with Snap Inc., using Snapchat’s Live Cricket Data API to trigger ads every time a six is hit during a match. Titled ‘Swiggy Sixes’, the campaign activates ads for six minutes following each six, directing users to a 66% discount offer on the Swiggy app.
Swiggy Food Marketplace Vice President- Growth Anuj Gupta said, “At Swiggy, we are always looking for ways to become an inseparable part of the consumer’s match-day ritual. Today, cricket viewing in India has evolved into a highly interactive, second-screen experience, where what happens off the field is just as important as what’s happening on it. One of the most consistent behaviours we observe is that moments of peak excitement, like a six, naturally turn into moments of celebration. With Swiggy Sixes, we’ve built directly on that insight, turning every six into a real-time trigger to celebrate by ordering your favourite food at a lucrative price point. By partnering with Snapchat and using their Live Score API, we’ve made our advertising as dynamic as the game itself. We are now reaching our users at the exact moment they are celebrating, making the transition from watching a six to ordering a meal seamless.”
Snap Inc. Head of Ad Revenue Neha Jolly Sawhney commented, “This partnership is a game-changer for how brands approach sporting events. We are moving beyond standard ad slots toward a future of ‘Contextual Commerce.’ By leveraging our API infrastructure, Swiggy is ensuring that every rupee spent is optimized for a moment of maximum relevance. This is a perfect example of how Snapchat is helping brands move from passive attention to immediate action.”
