SOCIAL successfully wrapped up its #DoosraStadium 2026 campaign, transforming the country's biggest cricket tournament into an immersive fan experience across Mumbai, Delhi-NCR, Bengaluru, Pune, Hyderabad, Kolkata, Lucknow, Chandigarh, and Dehradun from 28 March to 31 May 2026.
Built on the understanding that cricket in India is more than just a sport and is best enjoyed collectively, the campaign turned SOCIAL outlets into vibrant match-day destinations. Through live screenings, regionally inspired food offerings, cricket-themed décor, merchandise, gaming zones, giveaways, and digital storytelling, #DoosraStadium created an atmosphere that captured the excitement and camaraderie associated with the game.
Rather than serving as a traditional marketing initiative, the campaign was designed around the authentic rituals of Indian cricket fandom. From passionate debates and superstitions to shared meals and friendly rivalries, SOCIAL sought to recreate the emotional and communal aspects that make cricket viewing a uniquely Indian experience.
Each campaign element played a strategic role in enhancing the overall experience. Large-screen screenings attracted fans to outlets, while specially curated menus encouraged group dining. Interactive activities, themed décor, and merchandise helped build the match-day environment, while digital content extended the campaign's reach beyond physical locations.
The initiative delivered strong business results, particularly during the tournament finale. SOCIAL recorded a 50% increase in footfall on finals night, with several outlets reaching full capacity before the match began. Mumbai, Delhi-NCR, and Bengaluru emerged as the strongest-performing markets, reflecting the campaign's success in converting cricket enthusiasm into sustained customer engagement.
Food proved to be a major driver of participation. The specially designed #DoosraStadium menu, featuring regional flavours inspired by different cricket-loving cities, averaged 330 orders per day throughout the campaign. Popular dishes included Rajasthan Ballistic Bhajiyas, Hyderabad's OG Haleem Biryani, Bengaluru's OG Stadium Samosas, Mumbai Vada Platter, Delhi Match Momos, Punjab Sixer Chhole Bhatoore, and Kolkata Filet-O-Fish Burger.
On the digital front, SOCIAL released a series of relatable films celebrating the diverse personalities that emerge during cricket season—from the superstitious supporter and armchair analyst to the fiercely loyal city fan. By reflecting familiar match-day behaviours, the content resonated strongly with audiences and helped amplify the campaign across social media platforms.
Additional digital activations, including menu showcases, ticket giveaways, and the Chef Series, further strengthened audience engagement, enabling SOCIAL to reach over 3.3 lakh users on Instagram during the campaign period.
More than a seasonal activation, #DoosraStadium evolved into a cultural celebration of cricket fandom. By authentically reflecting how Indians experience the sport, SOCIAL successfully delivered measurable impact across footfall, outlet bookings, food sales, and digital engagement while reinforcing its position as a preferred destination for shared experiences.
Commenting on the campaign's success, Divya Aggarwal, Chief Growth Officer, Impresario Entertainment & Hospitality Pvt. Ltd., said that #DoosraStadium was built on the belief that cricket is most enjoyable when experienced together. The strong response, increased footfalls, pre-booked venues, and menu performance demonstrated that fans were seeking not just a place to watch the game, but a destination that made them feel part of the action.
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