Swiggy Partners With Havas Media For Moment Marketing During ICC CWC 2023
The media agency had executed a TV-based moment marketing innovation, strategically timed during Virat Kohli's pursuit of his 50th century
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."
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