Innovation, Cricket & Food Tech make awesome threesome: Srivats TS, VP Marketing, Swiggy

Guest Column: Srivats TS, VP Marketing, Swiggy talks about the collaboration between Swiggy and Hotstar and how it ensures viewers don’t miss a single second of the cricketing madness

by Srivats TS
Published - Apr 11, 2019 8:47 AM Updated: Apr 11, 2019 8:47 AM
Srivats

There are few pairings more perfect than delicious food and engrossing sports. The adrenaline rush of watching a nail-biting match is complemented perfectly by the bliss of eating one’s favorite snack. As a match reaches its climax, no one has the time or inclination to cook elaborate meals and miss out on the action. Online food ordering has become the norm, as people are increasingly seeking the convenience of having delicious food delivered to their doorsteps. This enables them to save invaluable time and invest in more fruitful endeavors - be it spending time with their loved ones, or not missing a second of Dhoni snatching victory from the jaws of defeat.

Emergence of online streaming
The cricketing extravaganza season promises to be even bigger, with higher stakes and an ever-increasing audience base. With a rapidly growing internet base aided by lower bandwidth costs, cricket fanatics are streaming content on multiple screens across geographies. Integrating intriguing offerings on the digital streaming platform Hotstar, has enhanced the overall match-viewing experience. With the start of VIVO IPL 2019, the entire nation is already in the grip of cricket fever. Last year, Swiggy witnessed a sharp spike in our online food orders with a growth of 25 per cent during the cricket season. This was due to the success of our integrated brand campaign with some heart-warming and witty ads that are still fresh in our memories. After all, who can forget the Gulab Jamun Uncle who caught the fancy of this food and cricket loving nation?

Seamless technological integration
With easy access to data streaming, there isn’t anything to detract viewers, not even hunger pangs. This has led to some brilliant technological collaborations, as the nation’s passion for cricket weaves itself with its perennial love for food. One such association is between Swiggy and Hotstar. Swiggy, through its robust technological platform, is catering to millions of consumers, every week. It has redefined the phenomenon of online food ordering in India and has altered the eating habits of the entire nation. The proliferation of live streaming through easier data access has also made Hotstar a household name. These two have become the staple for a fun evening with some exciting cricketing action. The perfect matchday twosome has now taken it a step further, by cleverly integrating the Swiggy POP feature within the Hotstar app, providing fans with the best of both worlds. This will ensure that viewers don’t miss a single second of the cricketing madness this season, as they seamlessly order from specially curated matchday menus straight from the app.

The dynamic duo: Food and Cricket
Encapsulating the pulsating thrill of the last T20 season, there was a tantamount increase in Swiggy’s food orders, with the highest number of orders being received on the final day. It reaffirmed India’s quintessential love for cricket and food. As fans cheered for their respective teams, the order numbers shot up by 44 per cent in Chennai, who eventually emerged winners, followed by Pune (40 per cent) and Delhi (37 per cent). Orders for matchday favorites like pizza and fries went through the roof, while local delicacies also witnessed an upsurge. Viewership across Hotstar also grew manifold with an astounding 202 million viewers hooked on to the platform during the last season. This number is only going to multiply with smart integrations and user-focused initiatives as the nation gears up for another exciting season of VIVO IPL 2019. The nation’s appetite for cricket and food only seems to be growing. Game on, we say!
 

(The author is the VP of Marketing, Swiggy.)

Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of exchange4media.com

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