Swiggy Partners With Havas Media For Moment Marketing During ICC CWC 2023
Set against the backdrop of the India vs New Zealand ICC Men’s Cricket World Cup 2023 semi-finals, Swiggy yet again leveraged a high point of the game with a moment marketing strategy.
Swiggy teamed up with Havas Media India to execute a TV-based moment marketing innovation, strategically timed during Virat Kohli's pursuit of his 50th Century.
As Kohli achieved this historic milestone, Swiggy unveiled a moment of marketing communication on TV channels declaring, “History has been delivered, shall we deliver the sweets?” This was strategically placed on prominent news channels in key regions like Hindi-speaking markets, Maharashtra, Karnataka, Tamil Nadu, West Bengal, and more.
Jijo Thomas, General Manager - Marketing, Swiggy said, “Capturing & retaining the top-of-mind space amongst your target audience is an uphill task and an always-on-battle. As marketers, we are always on the lookout to find innovative, clutter-breaking yet cost-efficient solutions for the same. Leveraging the highly anticipated, arguably one of the biggest moments in cricketing history; Virat Kohli's 50th international century via moment marketing amongst many others was one such sweet spot we identified & amplified. There are times when everything falls into place, being able to time to perfection & etch your brand with an iconic global sporting & highest streamed event ever, was one such remarkable landmark in Swiggy's brand-building journey. Special thanks to Havas Media for helping us push boundaries and redefine marketing rules, one campaign at a time this CWC.”
Talking about the innovation Saurabh Jain, President - South, Havas Media India stated, "As Swiggy's extensive World Cup campaign enters its final leg, these moment marketing innovations have yielded meaningful results for the brand. Aligning lightning-fast deliveries with cricket fervour has been groundbreaking, and we look forward to continuing this success in the years to come."
