Swiggy has launched a new IPL-focused marketing campaign titled Swiggy Sixes in collaboration with Snapchat, combining live cricket moments with real-time advertising and food offers during matches.

The campaign uses Snapchat’s Live Cricket Data API to automatically trigger advertisements whenever a six is hit in an IPL game. Once activated, the ads remain live for six minutes, directing users to exclusive offers available on the Swiggy app.

As part of the initiative, users can unlock a 66% discount on food orders every time a six is scored during a live match. The campaign is designed to tap into the excitement and emotional energy surrounding high-impact moments in cricket while encouraging instant consumer engagement.

Unlike traditional advertising slots, the campaign dynamically connects live gameplay events with ad delivery, allowing Swiggy to activate promotions based on real-time match action rather than pre-scheduled media placements.

Commenting on the campaign, Anuj Gupta said cricket viewing in India has evolved into a highly interactive second-screen experience, where moments of excitement naturally lead to celebrations and social engagement. He added that the campaign was designed to make food ordering feel like an extension of the match-day experience itself.

Neha Jolly Sawhney described the collaboration as a step towards “contextual commerce,” where brands can engage consumers at moments of maximum relevance and intent.

The campaign reflects the growing trend of integrating live sports data with digital advertising technology to create more interactive, personalised, and moment-driven consumer experiences during major sporting events like the IPL.