Mumbai: Cadbury Dairy Milk, from Mondelez India, has unveiled its latest campaign for the Indian Premier League season, celebrating the emotional milestone of a fan’s first-ever live cricket match experience.
Anchored in its enduring philosophy “Kuch Meetha Ho Jaaye,” the campaign introduces #TheKhaasSeat—a dedicated section at Wankhede Stadium reserved exclusively for fans attending their first IPL match. The initiative aims to bring alive the joy, anticipation, and shared excitement that define the live stadium experience.
As part of the campaign, the brand has partnered with Mumbai Indians to offer winners exclusive access to limited-edition signed merchandise and meet-and-greet opportunities with players during select home matches.
Accessible via QR codes on specially marked packs, #TheKhaasSeat will feature distinctive purple seating, creating a memorable and immersive environment for first-time attendees. Winners will receive match tickets alongside fellow first-time fans, exclusive signed merchandise, and a once-in-a-lifetime opportunity to meet Mumbai Indians players.
Speaking on the campaign, 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.”
To further amplify the initiative, Cadbury Dairy Milk has rolled out two campaign films capturing the unfiltered joy of first-time stadium experiences. One film follows a young boy at Wankhede Stadium experiencing the scale and energy of a live match with his father, while the second features a young girl whose nervousness turns into delight after spotting herself on live television. Both narratives highlight how shared emotions—anticipation, joy, and belonging—become even more special with a touch of sweetness.
Additionally, the brand has introduced limited-edition, cricket-themed packs available on quick commerce platforms, extending the campaign’s reach and bringing the IPL excitement directly to consumers’ homes.
Consumers can participate by purchasing a Cadbury Dairy Milk pack, scanning the QR code, visiting the campaign microsite, and submitting their entries for a chance to win the #TheKhaasSeat experience.
The initiative is valid for Mumbai Indians home matches at Wankhede Stadium during the IPL 2026 season, reinforcing Cadbury Dairy Milk’s focus on embedding itself within culturally significant moments and creating memorable consumer experiences.
