Mumbai: Cadbury Dairy Milk, one of India’s most loved chocolate brands, has launched a heartfelt new campaign this IPL season — #TheKhaasSeat — celebrating the unmatched joy of a cricket fan’s first-ever live match experience. The initiative, in partnership with Mumbai Indians, reserves a dedicated section at the iconic Wankhede Stadium exclusively for fans attending their first IPL match, turning a dream into an unforgettable reality.
For millions of cricket fans across India, witnessing the electric atmosphere of a live IPL match is a milestone moment. Through #TheKhaasSeat, Cadbury Dairy Milk brings this dream to life by offering fans a chance to win seats in a specially designated section — marked by iconic purple seats — alongside fellow first-time attendees. Accessible by scanning a QR code on new Cadbury Dairy Milk packs, the initiative will come alive across select Mumbai Indians home matches this season.
Each #TheKhaasSeat winner receives a seat at the stadium alongside fellow first-time fans, exclusive Mumbai Indians merchandise signed by players, and a once-in-a-lifetime opportunity to meet a Mumbai Indians player.
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 at Wankhede 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, said, “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. We wanted to play a part in making this memory all the more special. So, we created — ‘The Khaas Seat’ — 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, “In partnership with Mumbai Indians, ‘The Khaas Seat’ shows how an 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.”
Two Films That Capture the Heart of the Campaign
To bring the campaign to life, Cadbury Dairy Milk has launched two films that capture the unfiltered joy of experiencing a live match for the very first time. The first follows a young boy at Wankhede Stadium, taking in the sheer scale of the ground alongside his father — a surreal moment made sweeter as they share a Cadbury Dairy Milk together. The second centres on a young girl in the stands, initially hesitant, until a call from her sister reveals she has appeared on live television — her nervousness instantly transforming into pure joy as she celebrates with the crowd.
Together, the two films capture how every emotion in the stands — anticipation, joy, belonging — becomes even more special when shared.
How to Win a Khaas Seat
Fans can participate by purchasing a Cadbury Dairy Milk pack, scanning the QR code on the pack, visiting the campaign microsite, and sharing their details along with why they deserve to be at the heart of the IPL action. Selected winners will be notified with their chance to experience IPL live at Wankhede Stadium.
The campaign also features a limited-edition, cricket-themed Cadbury Dairy Milk pack, available exclusively on quick commerce platforms.
