Swiggy launched several creative marketing campaigns during the 2019 IPL cricket season to increase food orders. One campaign offered 60% off food orders placed within 6 minutes of an IPL six being hit. Dubbed "Swiggy Sixes", it drove a 30% increase in orders during matches compared to non-match days. Swiggy also ran a social media challenge called "#SwiggyVoiceofHunger" where people recreated the shape of foods using voice notes, garnering over 150,000 entries and helping Swiggy gain 30,000 new social media followers. The campaigns successfully boosted Swiggy's food delivery orders and brand awareness during a key period.

1. Rishabh Dua
Section- C
PRN- 17021021159

2. • Founded: 2014 | Headquarter: Bangalore
• Co-Founders- Rahul Jaimini, Sriharsha Majety and Nandan Reddy
• Swiggy is a company which offers an on-demand food delivery platform designed to
provide food from neighborhood restaurants to the customers.
• The Company's platform utilizes a smartphone application that has local restaurants
and their online ordering menu listed, from which it provides delivery using a fleet of
personnel, enabling people to order food at their convenient places.
• Revenue (FY 18): Rs4.4Bn | MarketValuation(as of 2018): $3.3Bn

3. Swiggy Campaigns

4. 1) Swiggy IPL Campaign

5. • During the IPL season 2019 (March-April-May), Swiggy launched its new campaign revolving all around the
people who have this undying love for cricket, but also are food gobblers.
• At the start of theT20 cricket season, Swiggy launched Match Day Mania, a 43-day long food festival that offers
discounts across 32,000+ restaurants across 100+ cities.
• There were basically 3 advertisements that were bombarded all across the social media like Facebook, Instagram,
Hotstar,Youtube, etc apart from airing it in-between the overs of all matches.
• The campaign was a multilingual one, and the viewers got to hear voice overs from commentator Harsha Bhogle
and former cricketer and commentator Aakash Chopra who lent their voices to these commercials.

6. • One of the sub-campaign out of the 3 was quite different from any other
campaign I saw.
• This popular innovation by Swiggy this IPL season was Swiggy Sixes. Here, users
got 60 per cent off on every Swiggy order placed within six minutes of an IPL sixer
by entering a coupon code ‘SWIGGY6’.
• This was most popular in Hyderabad, Bangalore and Delhi with offers flooding in
every time there was a sixer.The most ordered dishes under this offer were
chicken biryani, paneer butter masala, chicken fried rice, kadai paneer, masala
dosa, veg biryani and tadoori chicken.

7. Consumer insights and sentiments
• The feedback got from customers were more on a good side than on the bad.
Many found it as an amazing way to grasp a people’s attention and how they
instantly grabbed their phones just after a six was hit.
• This not only grabbed the attention of cricket lovers, but also those who don’t
watch cricket too.The offer made them watch the sport just to explore their
curiosity to try on the coupon.
• Though the major responses was highly positive, but the grass isn’t always green
everywhere. Some found the offer to be faulty and coupon to be non working.This
made them order food from the arch rival of Swiggy, which is Zomato.

8. My Opinion
• According to me, It’s a one its own kind campaign which created quite a buzz
during the working period. Also, they hit the iron at the right time. By this what I
mean is getting people more hyped up when they are already in a great
enthusiastic phase.This is what makes a difference.
• Surely it has a way more potential to gain attention even more than what the
current stat shows. Improving or updating the response system to match the exact
timing of the six can create more sales. Also minimizing or eliminating the non-
responsiveness of the coupon would definitely work if they plan to implement it
again in the future.

9. Final Outcome
• Swiggy claims that food orders shot up by 30% during match timings compared to
non-cricket days. And on the final match between Mumbai Indians and Chennai
Super Kings which took place on a Sunday, the company filled their basket with
record-breaking number of orders, with chicken biryani being the most ordered
dish.
• “In just 6 weeks, IPL foodies saved around Rs 100 million by placing an order 6
minutes after a six was hit,” Swiggy said in a statement.

10. 2) SwiggyVoice of Hunger Challenge

11. • Challenging foodies on Instagram, Swiggy, took the interactive campaigning
route.The brand launched a fun-engaging consumer campaign
#SwiggyVoiceofHunger, where foodies were invited to recreate the shape of their
favorite food using the voice note feature on Instagram
• Does hunger have a voice? In fact, it does – the roasting of a chicken, the
simmering sound made while preparing a dish, the whistle of a pressure cooker,
the growls, the screams, rumbles made by our tummies. Swiggy concluded that
hunger always had a voice hence, the brand decided to give it a stage that it
deserves.
• The campaign consisted of 5 challenges – consumers were expected to recreate
the shape of a Kebab Skewer, Nacho, Shawarma, Pancakes and more using the
voice note feature on Instagram. Whoever completed all 5 challenges stood a
chance to win a year’s worth of food vouchers from Swiggy.

12. • To engage people more into this challenge, the brand got in famous influencers,
actors and comedians like Mithila Palkar, Ashish Chanchlani, Kanan Gill, Srishti
Dixit, etc to become a part of this challenge and post their humorous and quirky
videos on Instagram.
• Even brands like Airtel, Netflix and Kingfisher organically participated in the
challenge.

13. Consumer insights and final outcome
• People found this challenge to be extremely fun and hilarious. Moreover getting a
chance to win one year worth of coupon was a bonus no one wanted to miss.
• Over a span of 10 days, the #SwiggyVoiceOfHunger challenge garnered around
1.5 lakh+ entries primarily from India.
• This challenge also crossed borders and Swiggy received a few of them from
international countries like Italy, Canada, Japan, US etc.
• At the peak of the campaign, the challenge was hitting impossible numbers of at
least 50 DMs per minute.
• Also, Swiggy was able to increase their follower base by 30k via this challenge.

14. THANKYOU!