Cadbury Dairy Milk Creates ‘Khaas Seat’ Experience for First Time IPL Fans

Cadbury Dairy Milk has launched a new campaign during the IPL season that focuses on one of the most emotional moments in cricket fandom, watching a live match in a stadium for the first time. With the introduction of the ‘Khaas Seat’ at Mumbai’s Wankhede Stadium, the brand turns this milestone into a shared celebration, reinforcing its long standing association with moments of joy and togetherness.

Turning first match experiences into memorable moments

The campaign centres on first time IPL attendees and gives them a dedicated section inside the stadium called the Khaas Seat. This space is reserved for fans who are experiencing the thrill of a live match for the very first time. By doing this, Cadbury Dairy Milk identifies a simple but powerful insight. The first stadium visit is not just another match. It is a memory that stays for life.

The brand builds on this emotion and creates an experience that makes these moments feel even more special and celebrated.

Participation through packs and QR codes

Cadbury Dairy Milk connects the campaign directly to its product through QR codes printed on its packs. Consumers can scan these codes to enter a contest and stand a chance to win access to the Khaas Seat experience.

This approach helps the brand drive engagement while also linking purchase behaviour with participation. It creates a seamless bridge between product and experience, making the campaign interactive and rewarding.

Partnership with Mumbai Indians adds scale

The campaign is executed in partnership with Mumbai Indians, one of the most popular teams in the IPL. This collaboration adds credibility and excitement to the experience. Selected participants not only get match tickets but also receive team merchandise signed by players and access to meet and greet opportunities.

By combining stadium access with exclusive fan moments, Cadbury Dairy Milk enhances the overall experience and makes it feel more personal and rewarding.

Storytelling that captures real emotions

As part of the campaign, the brand has released two films that highlight first time match experiences. One film follows a young boy attending a match with his father, capturing the emotional bond and excitement of the moment. The second film focuses on a young girl who reacts with joy when she sees herself on live television during the match.

These stories reflect the small but meaningful moments that define a first stadium experience. Instead of focusing on the game itself, the films highlight reactions, emotions, and connections, which aligns closely with Cadbury’s brand philosophy.

Limited edition packaging adds to the experience

Cadbury Dairy Milk has also introduced cricket themed limited edition packaging for the campaign, available on quick commerce platforms. This adds a collectible element and strengthens the association between the brand and the IPL season.

The packaging acts as both a promotional tool and a reminder of the campaign, helping it stay visible across retail and digital purchase channels.

Celebrating cricket through sweetness and connection

Nitin Saini, vice president marketing at Mondelez, highlights that cricket remains one of India’s most cherished cultural moments. He explains that the campaign celebrates not just the first match, but every cheer, chant, and shared connection in the stands. The idea reinforces Cadbury Dairy Milk’s core belief that every celebration deserves something meetha.

A campaign rooted in culture and emotion

With the Khaas Seat initiative, Cadbury Dairy Milk moves beyond traditional advertising and creates a real world experience that fans can participate in. By focusing on first time moments and pairing them with the excitement of IPL, the brand strengthens its emotional connection with consumers.

The campaign successfully turns a simple insight into a memorable activation, making cricket sweeter for those experiencing it for the very first time.