Cadbury Dairy Milk has launched #TheKhaasSeat, a campaign centred on first-time live match experiences during the IPL season.
The initiative introduces a dedicated seating section at the Wankhede Stadium reserved for fans attending their first-ever IPL match. The campaign is being executed in partnership with Mumbai Indians and will be active during select home matches.
As part of the activation, fans can access the opportunity by scanning a QR code on special Cadbury Dairy Milk packs and entering the contest through a microsite. Selected participants will receive access to the reserved seating section along with additional experiences.
Each selected winner will receive a stadium seat alongside other first-time attendees, Mumbai Indians merchandise signed by players and an opportunity to meet team members.
The campaign also includes two films that depict first-time match experiences. One film follows a young boy attending a match with his father, while the other focuses on a young girl in the stands whose initial hesitation turns into excitement during the game.
Nitin Saini, Vice President – Marketing, Mondelez 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.”
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, WPP Media 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.”
The campaign also includes limited-edition cricket-themed Cadbury Dairy Milk packs available on quick commerce platforms, along with digital amplification across platforms.
