MAM
Cadbury Dairy Milk creates Khaas Seat for first-time IPL fans
#TheKhaasSeat initiative with Mumbai Indians offers purple seats, signed merch and player meets at Wankhede for lucky first-timers.
MUMBAI: Cadbury Dairy Milk has just reserved the sweetest seats in the house and they’re strictly for fans experiencing their very first live IPL match. In a delightful campaign blending emotion with cricket fever, the iconic chocolate brand has introduced #TheKhaasSeat, a dedicated section at Mumbai’s Wankhede Stadium, exclusively for first-time attendees. The initiative, in partnership with Mumbai Indians, turns the dream of watching a live match into reality for lucky fans during select home games this IPL 2026 season.
Winners receive not just a seat among fellow first-timers in iconic purple seats, but also exclusive Mumbai Indians merchandise signed by players and a once-in-a-lifetime opportunity to meet a Mumbai Indians star.
The campaign, anchored in Cadbury’s iconic “Kuch Meetha Ho Jaaye” philosophy, celebrates life’s special “khaas pal” in this case, the electric atmosphere of a first live IPL match. Two emotional films capture the pure joy, nervousness, and shared sweetness of the moment, from a young boy experiencing the stadium’s scale with his father to a young girl’s delight at spotting herself on the big screen.
Mondelez India vice president of marketing Nitin Saini said, “For a cricket fan, stepping into a stadium for a live match for the first time is a truly khaas moment. Through this campaign we celebrate all these moments, because every celebration deserves something meetha.”
To participate, fans simply need to purchase a special limited-edition, cricket-themed Cadbury Dairy Milk pack available on quick commerce platforms, scan the QR code, and share why they deserve the Khaas Seat experience.
In a season full of sixes and screams, Cadbury Dairy Milk has found a way to make the first one even sweeter. Because nothing beats the magic of your pehla match especially when it comes with chocolate and a seat you’ll never forget.
