Mumbai: Cadbury Dairy Milk, one of India’s most loved chocolate brands, has unveiled a new campaign celebrating the magic of a fan’s first-ever live cricket match experience during the ongoing IPL season. Rooted in its long-standing philosophy of Kuch Meetha Ho Jaaye, the campaign brings alive the emotional highs of cricket by turning a fan’s pehla match into a memorable, once-in-a-lifetime experience.
At the centre of the campaign is #TheKhaasSeat, a dedicated section at Mumbai’s Wankhede Stadium reserved exclusively for fans attending their first IPL match. Introduced in partnership with Mumbai Indians, the initiative will be activated across select home matches this season, featuring specially marked purple seats designed to make first-time stadium experiences even more special.
Accessible through a QR code on specially launched Cadbury Dairy Milk packs, the initiative allows fans to participate for a chance to win a Khaas Seat. Winners will receive a stadium seat alongside fellow first-time attendees, limited-edition Mumbai Indians merchandise signed by players, and exclusive meet-and-greet opportunities with team members.
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 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, 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. 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 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.”
To further amplify the campaign, Cadbury Dairy Milk has released two films that capture the unfiltered joy of experiencing a live match for the first time. One film follows a young boy taking in the grandeur of the stadium alongside his father, while the other highlights a young girl’s transformation from hesitation to exhilaration as she becomes part of the live match experience. Both narratives underscore how shared moments of joy become even more special with a touch of sweetness.
Additionally, the campaign includes limited-edition cricket-themed Cadbury Dairy Milk packs, available on quick commerce platforms, bringing the IPL excitement closer to consumers.
With #TheKhaasSeat, Cadbury Dairy Milk continues to deepen its association with culturally significant moments, turning everyday fan experiences into memorable milestones while reinforcing its core proposition of celebrating life’s special moments with something sweet.
CREDITS:
Agency: Ogilvy
Client: Mondelez
Media Agency: Wavemaker
