Mumbai: SOCIAL has brought back its popular #DoosraStadium campaign this cricket season with a series of digital films that celebrate the rituals, friendships and shared experiences that make cricket viewing in India a cultural phenomenon.
Built around the insight that cricket is best enjoyed together, the campaign captures the unique match-day traditions that unfold across friend groups, neighbourhoods and communities. Through three digital films released during different phases of the cricket season, SOCIAL highlights the personalities, superstitions and camaraderie that turn every match into a collective experience.
The campaign extends the spirit of #DoosraStadium beyond SOCIAL outlets and into digital spaces, showcasing how cricket fandom in India goes far beyond the action on the field. From city rivalries and opening-match excitement to nail-biting qualifiers, the films depict the emotional and often humorous dynamics that define cricket season.
The first film explores how the people one watches a match with often determine the overall experience. Set against the backdrop of city rivalries and opening-season excitement, the film positions SOCIAL as the gathering place for fans regardless of which team they support.
The second film focuses on the familiar archetypes present in every cricket-watching group—from the superstitious fan who refuses to move from a lucky seat to the self-appointed analyst and the enthusiastic commentator who never misses a chance to offer opinions. By spotlighting these relatable characters, SOCIAL taps into the shared humour of match-day gatherings.
The third film, released during the qualifiers, underscores the campaign’s central message that major matches are not meant to be watched alone. Featuring friends encouraging one another to swap solitary viewing for a lively SOCIAL experience, the film captures the atmosphere of food, drinks and collective celebrations that accompany high-stakes cricket encounters.
The digital campaign was complemented by a wider #DoosraStadium experience across SOCIAL outlets, featuring team-inspired menus, beer bucket offers, match-themed cocktails, fan merchandise, cricket-inspired décor and interactive activities. Select menu offerings were also made available through food delivery platforms, enabling fans to enjoy a slice of the stadium-like experience at home.
Speaking about the campaign, Divya Aggarwal, Chief Growth Officer, Impresario Entertainment & Hospitality Pvt. Ltd., said, “#DoosraStadium has always been built around a very simple idea – cricket is at its best when it becomes a shared experience. This year, through our campaign films, we wanted to capture the small but powerful rituals that make match nights memorable: the friend who predicts every ball, the fan who refuses to change seats, the group that turns every boundary into a celebration. SOCIAL has always been a place where people come together, and during cricket season, that energy becomes even more electric. These films are our way of celebrating the fans, the friend groups, and the communities that make #DoosraStadium what it is.”
The larger #DoosraStadium 2026 initiative ran from March 28 to May 31 across SOCIAL outlets in cities including Mumbai, Delhi-NCR, Bengaluru, Pune, Hyderabad, Kolkata, Lucknow, Chandigarh and Dehradun.
By focusing on authentic fan behaviour rather than on-field action, SOCIAL’s campaign resonates with a generation that experiences cricket as a social ritual. Through humour, nostalgia and shared fandom, the films capture the essence of how millions of Indians engage with the sport—through conversations, celebrations, debates and collective emotions that make every match bigger than the screen itself.
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