Cadbury Dairy Milk has rolled out its ‘Khaas Seat’ campaign, centred around the experience of watching a live cricket match in a stadium for the first time.
The initiative aims to connect with consumers through shared emotional moments, offering opportunities to attend live matches as part of the campaign.
As part of the outreach, the brand is collaborating with cricket personalities and creators to amplify the theme. Following a live session by Harbhajan Singh, former India all-rounder Irfan Pathan shared his personal experience of watching a live match for the first time.
Pathan recalled that attending an India vs South Africa match in 2000 played a role in shaping his early aspirations in cricket, eventually leading him to represent India at the Under-15 level the same year.
Irfan Pathan said, “Representing India on the cricket field has been the greatest honour of my life. But there was a time when I was just a fan of the game. I never imagined that my passion for cricket would one day become my identity. The beginning of this special journey goes back to the day I watched my first match live in a stadium; not just watched it, but truly felt it. It was in 2000, during an India vs South Africa game; that experience inspired me so deeply that in the very same year, I went on to represent India at the Under 15 level. Every cricketer has that one ‘first match’ moment, and that’s always the most special.”
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Through the campaign, the brand focuses on the emotional significance of first-time experiences, particularly in the context of live sports, and how such moments contribute to long-term engagement with the game.
Watch the Harbhajan Singh video here:
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