Swiggy's real-time IPL 2024 push drives app sessions across Southern India

Swiggy and PivotRoots ran a vernacular, mobile-first campaign during IPL 2024 targeting Southern India, using real-time relevance to lift app sessions and orders. The effort posted a 1.8% CTR on Meta and 3.15% on Google Display, winning Gold at the ET Shark Awards 2025.

— Source publishedTue, 30 Jun, 2026, 08:39 IST·First seen Tue, 30 Jun, 2026, 10:06 IST·Source ET Brand Equity

What happened

Swiggy and PivotRoots ran a real-time, vernacular, mobile-first IPL 2024 marketing campaign targeting Southern India to drive app sessions and orders, achieving

Key facts

  • 1.8% CTR on Meta
  • 3.15% CTR on Google Display

Why this matters

The PivotRoots partnership demonstrates Swiggy's reliance on specialized agency execution for vernacular performance marketing, a capability worth evaluating for build-vs-buy or deeper alliance.

What to watch

  • IPL 2025 ad auction CPM trends vs 2024
  • Post-campaign 30/60-day retention and repeat-order rates
  • Zomato/quick-commerce vernacular campaign launches
  • Meta vs Google Display channel performance divergence
  • Swiggy quarterly marketing spend efficiency disclosures
  • Swiggy locks IPL 2025 real-time creative deals earlier to pre-empt CPM inflation
  • Expand vernacular targeting beyond South to Eastern and Northeastern markets
  • Build retention/loyalty hooks (Swiggy One offers) to convert IPL session spikes into repeat orders
  • PivotRoots productizes the real-time relevance framework for new client pitches

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