Cadbury Dairy Milk has launched a new campaign, ‘#TheKhaasSeat’, this Indian Premier League season, celebrating the emotional milestone of fans attending their first-ever live match at a stadium.
At the centre of the campaign is a dedicated seating section at Wankhede Stadium, reserved exclusively for first-time IPL attendees. The initiative aims to transform a fan’s “pehla match” into a memorable experience, aligning with the brand’s long-standing philosophy of celebrating special moments.
In partnership with Mumbai Indians, the campaign offers selected winners access to the ‘Khaas Seat’, along with signed merchandise and meet-and-greet opportunities with players. The seats, marked in Cadbury’s signature purple, will be activated across select Mumbai Indians home matches this season.
Conceptualised to tap into India’s deep emotional connection with cricket, the campaign extends beyond the stadium through a series of films capturing the joy of a first live match experience. One film follows a young boy at the stadium sharing a moment with his father, while another showcases a young girl whose excitement peaks when she realises she has appeared on live television, both highlighting how shared experiences elevate the joy of the game.
Nitin Saini, Vice President – Marketing, Mondelez India said, “Cadbury Dairy Milk has always been at the heart of India’s most cherished cultural moments- and cricket is no exception. For a nation that lives and breathes cricket, it felt only natural for us to bring our signature sweetness to the country’s biggest cricket platform.”
“For a cricket fan, stepping into a stadium for a live match for the first time is a truly khaas moment. But so is every cheer, every chant, and every shared connection in the stands. Through this campaign we celebrate all these moments, because every celebration deserves something meetha.” he added.
Sukesh Nayak, Chief Creative Officer, Ogilvy India, says, “India loves its cricket. We watch cricket on screens of every size, but nothing is as special as watching it for the first time, at a stadium, in all its glory. Cadbury Dairy Milk is all about celebrating every Indian’s special moments. So we wanted to play a part in making this memory all the more special. The Khaas Seat is a seat reserved only for a person’s first match. A seat no money can buy, along with an unmatched experience. We mark this campaign with two films that set the entire tone and celebrate the true joy of a fan’s first match.”
Shekhar Banerjee, President, Client Solutions, South Asia, said, “ ‘The Khaas Seat’ shows how integrated media campaign can go beyond awareness to create genuine fan emotion. Our ambition was to meet cricket lovers where their passion is highest and turn that passion into participation. From storytelling to memory-making. By combining pack-led entry, premium cricket inventory, expert-led content, and creator amplification, we are building a campaign that not just reach fans but resonates with them. Because the first live cricket match is never just a match, it is a once-in-a-lifetime moment, made even more special with Cadbury Dairy Milk.”
Link to the film 1:
Link to the film 2:
