Kinder Schoko-Bons Crispy Brings Families Into Cricket Conversation With ‘Cheer to Win’ Drive

As brands gear up for the country’s most commercially charged cricket window, Kinder Schoko-Bons Crispy is building its seasonal push around participation rather than passive viewership. The Ferrero brand has rolled out “Cheer to Win!”, a nationwide campaign inviting families to create original chants for their favourite players, with meet-and-greet opportunities with Suryakumar Yadav, Mohammed Siraj and Arshdeep Singh serving as the headline incentive.

The idea places the living room at the centre of the stadium atmosphere. Instead of dramatising match action, the communication imagines a talent-show environment where families perform cheers in front of the cricketers, who appear as judges. In the lead film, a trio takes the stage with a rhythmic slogan — “Ek Dozen Mein Barah Kele, SKY Jeetade Match Akele.” Yadav pauses, then upgrades the moment: “Yeh Sirf Cheer Nahi… yeh to Maha Cheer Hai!” The players join the celebration, turning spectators into collaborators.

From a marketing standpoint, the construct is telling. Confectionery brands have long relied on cricket for visibility, but clutter during the season is intense. By shifting focus from the pitch to the home, Kinder attempts to carve a more intimate emotional territory: family expression.

View this post on Instagram

A post shared by Kinder India (@kinderind)

Zoher Kapuswala, Marketing Head at Ferrero India, said the campaign is built on three culturally durable pillars.

“With the new Kinder Schoko-Bons Crispy campaign, we are bringing together three strong Indian connect points—families, cricket, and togetherness. Cricket continues to be a powerful passion point for Indian families, and the ‘Cheer to Win’ campaign leverages that cultural insight to create meaningful moments of bonding,” he said.

The mechanic extends beyond the film. Consumers can scan QR codes placed on promotional packs, complete verification steps and upload their entries along with photos or videos. Winners are to be selected on the basis of creativity and spirit, reinforcing participation as the currency of the initiative.

For brands competing in kid-and-family categories, this approach reflects a broader behavioural shift. Households increasingly treat sporting events as co-creation opportunities, producing memes, reels and chants alongside watching the match itself. Campaigns that provide a structured outlet for that impulse can build longer engagement tails than traditional sponsorship tags.

Yadav, who currently leads India in the T20 format, framed the partnership around memory and community.

“I am absolutely thrilled to be associated with Kinder Schoko-Bons Crispy. For me, cricket has always been more than just a game; it’s about those fun bonding moments, shared with my teammates. I'm super excited and looking forward to the unique cheers and meeting the families,” he said.

Celebrity participation serves dual objectives. It offers aspiration for young fans while also lending legitimacy to user-generated contributions. When players physically join the cheering, hierarchy dissolves — a narrative outcome that social audiences tend to reward.

Importantly, the reward structure is experiential, not material. In an era where merchandise giveaways are easily forgotten, proximity to heroes retains enduring pull.

With media costs during the cricket cycle at a premium, Kinder’s wager is that encouraging families to perform for each other — and for the chance of recognition — can stretch brand recall beyond broadcast moments. The success of that bet will depend on how many households choose to turn enthusiasm into entry.