Swiggy has partnered with Snapchat to roll out a real-time advertising campaign during the ongoing Indian Premier League, using live cricket data to instantly trigger food offers and in-app promotions every time a six is hit during matches.
As part of its ‘Swiggy Sixes’ campaign, the food delivery platform is leveraging Snapchat’s Live Cricket Data API to automate ads linked directly to live gameplay moments. Whenever a batter hits a six during an IPL match, Swiggy activates its “66% off” offer on the app while simultaneously pushing contextual advertisements to users on Snapchat.
The campaign has been designed around short, high-engagement moments during live sports viewing. According to the company, the ads remain active for exactly six minutes after a six is hit, creating what Swiggy calls a “6-minute sprint” aimed at capturing peak excitement and encouraging immediate food orders during the match.
The integration reflects a growing shift in digital advertising where brands are increasingly using live-event APIs, second-screen behaviour, and real-time triggers to create more contextually relevant consumer engagement instead of relying on static ad placements. By connecting live match moments directly with food offers, Swiggy is positioning the campaign as part of the broader match-viewing ritual among Indian audiences.
Snapchat also described the collaboration as an example of “contextual commerce,” where advertising is triggered dynamically based on live events and audience behaviour.
Commenting on the campaign, 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.”
