Swiggy turns every IPL six into real-time Snapchat food deals

MUMBAI: Swiggy is taking cricket-driven marketing to a new level this IPL season by linking live match action directly to food delivery offers through a real-time advertising partnership with Snapchat.

The company said it is using Snapchat’s Live Cricket Data API to instantly trigger ads and promotional offers every time a batter hits a six during live IPL matches. The campaign, called Swiggy Sixes, gives users access to 66 per cent off on food orders, turning boundary moments into what the company hopes will become instant ordering behaviour.

The mechanics are built around speed and timing. As soon as a six is hit, Snapchat’s API activates Swiggy advertisements on the platform while the discount simultaneously goes live on the Swiggy app. The ads remain active for exactly six minutes, creating a short, high-intensity promotional window designed to match the excitement of the game.

Swiggy says the strategy is aimed at tapping into India’s increasingly interactive “second-screen” viewing culture, where fans simultaneously watch matches, scroll social media and order food during live games.

Speaking about the campaign, Swiggy Food Marketplace vice president growth Anuj Gupta said the company wanted to become “an inseparable part” of the consumer’s match-day ritual.

He said moments such as a six naturally become moments of celebration, making them ideal triggers for real-time food ordering. Gupta added that the partnership with Snapchat allowed Swiggy’s advertising to behave “as dynamically as the game itself”.

The campaign also signals a broader shift in digital advertising, where brands are increasingly moving away from fixed ad placements toward contextual and event-triggered marketing experiences.

Snap described the partnership as an example of “contextual commerce”, where advertising is delivered precisely at moments of peak user engagement rather than through passive exposure. The company said the API integration allows brands to optimise campaigns around relevance and immediate consumer action.

For Swiggy, the initiative marks one of its biggest investments yet in live, data-driven consumer engagement. And in a cricket economy where every six already sends fans into celebration mode, the company is betting that the quickest route from the stadium roar to the dinner table may now be just one swipe away.