Cadbury Dairy Milk has rolled out its latest IPL campaign, “Khaas Seat,” celebrating the magic of first-time stadium experiences for cricket fans. In partnership with the Mumbai Indians, the brand has introduced a dedicated seating section at Wankhede Stadium exclusively for fans attending their first-ever IPL match.
The campaign is built around a simple yet powerful insight-while cricket is a shared national passion, experiencing a live match for the first time is a deeply personal and emotional milestone. To bring this to life, Cadbury has integrated QR codes on its packs, allowing consumers to participate in a contest for a chance to win access to the ‘Khaas Seat.’
Selected winners receive more than just match tickets. The experience includes signed merchandise, exclusive meet-and-greet opportunities with players, and a front-row entry into the electrifying atmosphere of live cricket.
To amplify the campaign, Cadbury has released two films capturing first-time match emotions-one featuring a young boy attending with his father, and another showing a young girl reacting to seeing herself on live television. The brand has also introduced limited-edition IPL-themed packaging across quick commerce platforms.
With “Khaas Seat,” Cadbury Dairy Milk continues its legacy of associating with moments of joy and celebration, reinforcing the idea that every special occasion-big or small-deserves something meetha.
