Mumbai: Cadbury Dairy Milk concluded its #TheKhaasSeat campaign with ‘The Khaas Meet’ in Mumbai, bringing together campaign winners for an exclusive interaction with Jasprit Bumrah, Trent Boult and Deepak Chahar from Mumbai Indians.
The initiative marked the culmination of a cricket season campaign focused on creating memorable first-time live match experiences for fans across India during the ongoing Indian T20 league season.
Launched at the beginning of the season, #TheKhaasSeat was designed to make live stadium experiences more meaningful for first-time attendees by introducing a dedicated section inside the stadium reserved exclusively for them. Through the campaign, Cadbury Dairy Milk selected 20 fans to witness their first-ever live IPL match experience, complemented by signed merchandise and exclusive fan engagement opportunities.
The campaign aimed to celebrate the emotional connection fans share with cricket while creating memorable, on-ground experiences beyond conventional sponsorship visibility.
As part of the initiative, consumers participated by scanning QR codes available on specially marked Cadbury Dairy Milk packs for a chance to win tickets and access to the dedicated Khaas Seat section. Select winners were also invited to attend The Khaas Meet event in Mumbai, where they interacted personally with Mumbai Indians players.
One of the campaign winners said, “Watching a live match for the first time already felt unreal. Meeting the players after that? I genuinely don’t have words. It’s a memory I’ll carry forever.”
The campaign reflects the growing focus among brands on experiential and emotion-led marketing during India’s cricket season, with companies increasingly creating immersive fan engagement initiatives that extend beyond advertising and sponsorship integrations.
With #TheKhaasSeat, Cadbury Dairy Milk sought to position itself around moments of joy, celebration and shared experiences, using cricket fandom as a platform to deepen emotional connections with consumers across the country.
