Cadbury Dairy Milk concluded its #TheKhaasSeat campaign with ‘The Khaas Meet’ in Mumbai, where campaign winners met Mumbai Indians players Jasprit Bumrah, Trent Boult, and Deepak Chahar.
Launched at the start of the IPL season, the campaign reserved a dedicated stadium section for first-time live match attendees. Twenty fans were selected to attend their first IPL match, receiving signed merchandise and fan engagement opportunities. Participants entered by scanning QR codes on specially marked Cadbury Dairy Milk packs.
A campaign laureate said, “Watching a live match for the first time already felt unreal. Meeting the players after that? I genuinely don’t have words. It’s a memory I’ll carry forever.”
The campaign is part of a broader trend of brands focusing on experiential marketing during India’s cricket season, using fan engagement initiatives that go beyond conventional advertising and sponsorship.
