Swiggy has launched a real-time advertising initiative during the IPL season in partnership with Snap Inc., using Snapchat’s Live Cricket Data API to trigger instant ads every time a six is hit during live matches.
The integration powers Swiggy Sixes, the food delivery platform’s cricket-led campaign that offers users 66% off meals whenever a six is scored. The campaign is designed to connect live match moments with immediate food-ordering behaviour by synchronising on-field action with in-app promotions and advertising.
According to Swiggy, the campaign uses Snapchat’s Live Score API to automate ad delivery in direct response to gameplay. Every time a batter hits a six, the ‘66% off’ offer is activated on the Swiggy app and Snapchat simultaneously serves campaign advertisements to users.
The ads remain live for six minutes after each six, a timeframe Swiggy refers to as the ‘6-minute’ sprint. The company said the strategy is intended to capture moments of peak excitement and consumer engagement during matches.
The campaign focuses on contextual and time-sensitive advertising rather than traditional static ad placements. Swiggy said the integration allows the brand to align promotional messaging with real-time audience reactions during cricket viewing.
The ads direct users from Snapchat to the Swiggy app checkout page, creating a link between live sports engagement and instant food ordering behaviour. The company described the campaign as one of its largest investments in real-time digital engagement.
Anuj Gupta, vice president - growth, Swiggy Food Marketplace, 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.”
Neha Jolly Sawhney, head of ad revenue, Snap Inc., added, “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.”
The campaign reflects increasing interest among advertisers in real-time and event-triggered marketing strategies during live sports broadcasts. By integrating API-driven advertising with match events, Swiggy aims to position itself as part of consumers’ live viewing rituals while driving immediate app engagement and conversions.
Swiggy Sixes continues the brand’s IPL-linked marketing strategy, combining cricket fandom, live engagement and food delivery offers through digital-first advertising formats.
