Swiggy Serves Sixes with a Side of Sizzle: PivotRoots and mCanvas Deliver a Game-Changing IPL 2025 Campaign

Mumbai, 1st July 2025: In a season where every six can change the course of a match, Swiggy Food turned every big hit into a reason to celebrate. This IPL 2025, India’s leading food delivery platform teamed up with digital agency PivotRoots (A Havas Company) and interactive media partner mCanvas to roll out a high-impact, cross-platform campaign that matched the scale, excitement, and timing of T20 cricket, quite literally, ball for ball. 

Swiggy has always embraced the IPL season with bold, clutter-breaking campaigns. For 2025, the brand went a step further, with an irresistible hook - users would get 66% off every time a six was hit during a match. 

This offer wasn’t just generous; it was dynamic, thrilling, and perfectly aligned with the pulse of cricket fans across the country. The challenge? Delivering this moment-driven message LIVE, at scale, and across the right screens at the right time. 

To execute this ambitious brief, Swiggy partnered with PivotRoots (A Havas Company) and mCanvas to conceptualise a first-of-its-kind, full-funnel, real-time campaign across Connected TV (CTV), OTT, and mobile ecosystems. 

At the heart of the strategy was moment marketing on CTV, a category-first innovation. The campaign was activated instantly when a six was hit during the match. Viewers watching on premium television brands like Sony Bravia, LG, and Samsung, as well as OTT platforms like JioCinema, saw real-time creatives showcasing 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. 

But the experience didn’t end on TV screens. In a well-structured funnel approach, users who had seen the campaign on CTV were retargeted on their mobile devices, nudging them toward conversion on the Swiggy app.

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‍"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 

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The campaign wasn’t just innovative, it was exceptionally effective.

VTRs on CTV exceeded the platform benchmarks, the highest Swiggy has ever seen on the medium. CTRs from the mobile retargeting layer surpassed expectations, a 4x improvement over previous benchmarks with mCanvas. 

These numbers reflect not only strong user engagement but also the seamless synergy between awareness and performance in a single campaign framework. 

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"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.

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In an era of fragmented attention, Swiggy’s IPL 2025 campaign is a masterclass in timely communication, audience targeting, and cross-device media innovation. By blending creativity with contextual tech, the campaign not only caught eyeballs but also set a new benchmark for real-time marketing in the Indian digital ecosystem.

For more information about our omnichannel ad solutions for your brand, please contact:
Nigel Dsouza
‍nigel.d@mcanvas.com
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‍About mCanvas:
mCanvas is a leading mobile and CTV ad platform, known for immersive storytelling. Our interactive ad formats capture attention and spark emotion, while driving measurable results with attention tracking by Lumen, and brand lift studies verified by Kantar. With presence across mobile, CTV, and desktop, we deliver impactful omnichannel experiences that connect, perform, and stay memorable.
To know more, visit mCanvas.com