What makes IPL special for Swiggy? Director marketing, Umesh Krishna fields

"We use IPL to drive the objective that is most important to us": Swiggy's Umesh Krishna.

Swiggy has always used Indian Premier League (IPL) as a tool to launch innovative marketing initiatives. From launching a new product integrated within the Disney+ Hotstar app for people to order food while watching an IPL match, to telling romantic stories between breaks. But as the company and the category grow, there are different challenges, says Umesh Krishna, director marketing of Swiggy. 

Earlier this year, the Board of Control for Cricket in India (BCCI) had to suspend IPL 2021 mid-way due to the second COVID wave of coronavirus infection in India. The remaining part of the tournament will now be played between September 19 and October 15 in the UAE. Star Sports network will broadcast the matches live, while Disney+ Hotstar will stream them. Most advertisers during the first half of the tournament, have renewed their trust, and Swiggy is one of them.  

Krishna joined Swiggy in 2017. Before that, he was the marketing manager at Ola. In an interview with afaqs!, he explains how the brand approaches IPL and the audience group it goes after on Disney+ Hotstar.

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