Swiggy Unlocks Match Day Excitement through Offers for Every Six Hit During IPL

Context‍

For IPL 2025, Swiggy launched “Swiggy Sixes,” a cricket-triggered campaign where every six hit in a live match could unlock up to 66% OFF on food orders. The offers remained locked until a six was hit, encouraging users to check back frequently during the match.

To drive awareness at the moment of purchase, Swiggy strategically placed a pinned banner on the cart page - ensuring maximum visibility when users were most likely to place an order. This banner updated in real-time with the match, keeping users hooked to the evolving offer.

Why This Works‍

By tying a lucrative discount to the thrill of live cricket and surfacing it exactly when users are ready to transact, Swiggy created a powerful nudge. The cart-page banner acted as a timely prompt, turning passive users into active participants in the offer.

This approach combined contextual placement (cart page) with event-driven excitement (live sixes)—a proven recipe for increasing order conversions and session depth during IPL matches.