Swiggy, PivotRoots and mCanvas roll out real-time IPL 2025 campaign

Swiggy Food partnered with PivotRoots and mCanvas for a cross-platform campaign during IPL 2025. The campaign linked every six hit in the tournament with offers on the food delivery platform, aiming to engage fans in real time throughout the matches.

For IPL 2025, Swiggy offered users 66% off every time a six was hit during a match. The campaign aimed to deliver this live, at scale, and across relevant screens in real time.

Swiggy worked with PivotRoots and mCanvas to run a full-funnel, real-time campaign across Connected TV, OTT, and mobile platforms. The campaign used moment marketing on CTV, activating ads instantly when a six was hit. Viewers on brands like Sony Bravia, LG, Samsung, and OTT platforms like JioCinema saw real-time creatives with the offer.

To expand the impact beyond just cricket fans watching the matches LIVE, a secondary fallback creative was served during non-match hours, ensuring brand recall and awareness beyond peak moments. 

The campaign extended beyond TV screens. Users who saw the ads on CTV were retargeted on their mobile devices to drive conversions on the Swiggy app.

"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," said Surbhi Johri, brand marketing, Swiggy.

The campaign delivered strong results. VTRs on CTV were higher than platform benchmarks and the highest Swiggy has recorded on the medium. CTRs from mobile retargeting were four times higher than previous benchmarks with mCanvas, showing high user engagement and effective integration of awareness and performance.

"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," stated Praveen Joshi, VP media, PivotRoots.

afaqs! received this information in a press release.