This IPL season, Cadbury Dairy Milk is celebrating one of cricket’s most emotional milestones – a fan’s first-ever live match experience. Through its latest initiative, #TheKhaasSeat, the brand transforms a simple stadium visit into a memorable celebration of fandom, nostalgia, and shared joy.
In partnership with Mumbai Indians, the campaign introduces a dedicated section at Mumbai’s iconic Wankhede Stadiumexclusively for first-time IPL attendees. Marked with signature purple seats, the experience is designed to make a fan’s “pehla match” feel truly special.
The initiative is accessible through QR codes placed on limited-edition Cadbury Dairy Milk packs, allowing consumers a chance to win access to The Khaas Seat. Winners also receive exclusive Mumbai Indians merchandise signed by players, along with special fan interactions and experiences.
Extending the emotional storytelling further, the campaign features two films capturing the excitement of witnessing a live cricket match for the very first time. One follows a father-son moment filled with awe inside the stadium, while the other traces a young girl’s transformation from nervous anticipation to full-blown excitement as she immerses herself in the live atmosphere.
Conceptualised by Ogilvy India, the campaign blends cricket culture with Cadbury Dairy Milk’s long-standing ‘Kuch Meetha Ho Jaaye’ philosophy – celebrating life’s special moments through emotion and connection.
With #TheKhaasSeat, the brand deepens its cultural association with cricket, turning a fan’s first live match into a once-in-a-lifetime memory sweetened by the joy of the game.
CREDITS:
Agency: Ogilvy, Client: Mondelez, Media Agency: Wavemaker
