Cricket has become a strong performing genre for Swiggy: Srivats TS, VP Marketing, Swiggy
He tells us how brands can leverage intense cricket tournaments such as Asia Cup to maximum effect
The countdown to Asia Cup has begun. There is a good prospect of arch rivals India and Pakistan taking on one another, an opportunity for brands to garner the maximum eyeballs. Srivats TS- VP Marketing, Swiggy, gets talking to us on how brands can leverage such intense cricket tournaments to its maximum effect:
Tell us how cricket can be used as a vehicle for brand building?
Cricket and food are two of India’s biggest passions. Over the past few months, we have found cricketing events to be a great platform as they place brands like us right where the consumer is present organically. With users tuning in every day to catch the cricketing action, it presents a unique opportunity to maximize the contextuality and reach of our campaigns. Unlike a lot of other brands for whom cricket is a great media vehicle only, we believe that Swiggy is a brand that can generate a transaction and a great food ordering experience right when the consumer is viewing the ad. The cricket season brings with it an opportunity to appeal to a wider demographic who are connected by a love for entertainment, food and having both of these delivered to them in the most convenient and seamless manner.
Swiggy has come up with some memorable cricket campaigns. What is the idea behind them?
Cricketing tournaments like IPL have presented a great opportunity for us to reach out to potential new users who may not have used the platform before and bring out our brand benefits in an engaging manner. Our IPL campaign was our endeavor to get many more users to make Swiggy a part of their daily lives and it has been a very successful campaign to that effect. While our core consumption audience lies in the 18-35 age group segment, we’ve seen a growth in consumers outside of that TG as well. Cricket has been a strong performing genre for Swiggy, and with the T20 season being the largest cricketing event of the year, we felt it was the right time to invest into accelerating penetration and leadership mindshare. There were a series of integrated campaigns that Swiggy ran throughout the IPL season such as Match Day Mania, our various TVCs that saw great resonance from the audience and some in-game innovations.
How effective are cricket campaigns when one wants to drive ROI?
Brands that are able to define their role-in-life clearly and leverage cricket to bring that alive meaningfully will be able to create impact and engagement with consumers during cricket tournaments. For example, our IPL-themed advertisements explored relatable scenarios that have made Swiggy a household name today. Whether it’s a married couple or a group of friends watching the big matches together, the idea was to showcase Swiggy’s role in life of the consumer.
What can brands do to leverage intense cricket tournaments?
Sports, entertainment and food go hand-in-hand and we believe it is the perfect opportunity for brands to engage with consumers in a seamless manner.
Tell us how cricket can be used as a vehicle for brand building?
Cricket and food are two of India’s biggest passions. Over the past few months, we have found cricketing events to be a great platform as they place brands like us right where the consumer is present organically. With users tuning in every day to catch the cricketing action, it presents a unique opportunity to maximize the contextuality and reach of our campaigns. Unlike a lot of other brands for whom cricket is a great media vehicle only, we believe that Swiggy is a brand that can generate a transaction and a great food ordering experience right when the consumer is viewing the ad. The cricket season brings with it an opportunity to appeal to a wider demographic who are connected by a love for entertainment, food and having both of these delivered to them in the most convenient and seamless manner.
Swiggy has come up with some memorable cricket campaigns. What is the idea behind them?
Cricketing tournaments like IPL have presented a great opportunity for us to reach out to potential new users who may not have used the platform before and bring out our brand benefits in an engaging manner. Our IPL campaign was our endeavor to get many more users to make Swiggy a part of their daily lives and it has been a very successful campaign to that effect. While our core consumption audience lies in the 18-35 age group segment, we’ve seen a growth in consumers outside of that TG as well. Cricket has been a strong performing genre for Swiggy, and with the T20 season being the largest cricketing event of the year, we felt it was the right time to invest into accelerating penetration and leadership mindshare. There were a series of integrated campaigns that Swiggy ran throughout the IPL season such as Match Day Mania, our various TVCs that saw great resonance from the audience and some in-game innovations.
How effective are cricket campaigns when one wants to drive ROI?
Brands that are able to define their role-in-life clearly and leverage cricket to bring that alive meaningfully will be able to create impact and engagement with consumers during cricket tournaments. For example, our IPL-themed advertisements explored relatable scenarios that have made Swiggy a household name today. Whether it’s a married couple or a group of friends watching the big matches together, the idea was to showcase Swiggy’s role in life of the consumer.
What can brands do to leverage intense cricket tournaments?
Sports, entertainment and food go hand-in-hand and we believe it is the perfect opportunity for brands to engage with consumers in a seamless manner.
