Cadbury Dairy Milk has rolled out a campaign, '#TheKhaasSeat' (a special seat), this IPL season, to showcase the brand's dedicated section at the Wankhede Stadium reserved for fans attending their first-ever IPL match.

This seat is accessible by scanning a QR code on the new packs of Cadbury. This initiative, in partnership with the Mumbai Indians, will come alive across select home matches this season with purple seats.

The campaign, comprising two ad films, is conceptualised by Ogilvy.

The first film (above) follows a young boy at the Wankhede Stadium, from watching his father and taking in the sheer scale of the stadium - a surreal moment made sweeter as they share a Cadbury Dairy Milk. The second film centres on a young girl in the stands, initially hesitant, until a call from her sister reveals she has appeared on live TV. In an instant, her nervousness transforms into pure joy as she celebrates with the crowd, sharing a Cadbury Dairy Milk with fellow fans. Both the films capture how every emotion in the stands, be it anticipation, joy or belonging, becomes even more special when shared.

What we think about it: Even for someone who isn’t deeply invested in cricket, the film still lands emotionally because the films are really about first-time live event experiences, nervous excitement, and shared joy rather than the sport itself. The storytelling is simple and human, allowing small moments to feel warm, relatable, and genuinely sweet.

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 at Wankhede 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 (sweet).”

Sukesh Nayak, chief creative officer, Ogilvy India, added, "India loves its cricket. We watch cricket on screens of every size, but nothing is as special as watching it for the first time, at a stadium, in all its glory. Cadbury Dairy Milk is all about celebrating every Indian's special moments. We wanted to play a part in making this memory all the more special. So, we created - “The Khaas Seat” - a seat reserved only for a person's first match. A seat no money can buy, along with an unmatched experience. We mark this campaign with two films that set the entire tone and celebrate the true joy of a fan's first match."

Shekhar Banerjee, president – client solutions, South Asia, WPP Media, said, "In partnership with Mumbai Indians, ‘The Khaas Seat’ shows how an integrated media campaign can go beyond awareness to create genuine fan emotion. Our ambition was to meet cricket lovers where their passion is highest and turn that passion into participation. From storytelling to memory-making. By combining pack-led entry, premium cricket inventory, expert-led content, and creator amplification, we are building a campaign that not just reaches fans but resonates with them. Because the first live cricket match is never just a match, it is a once-in-a-lifetime moment, made even more special with Cadbury Dairy Milk.”

The campaign also features a limited-edition, cricket-themed Cadbury Dairy Milk pack, available exclusively on quick commerce platforms, bringing the excitement straight to fans’ doorsteps within minutes.

CREDITS:

Client: Mondelez

Agency: Ogilvy

Media agency: Wavemaker