SOCIAL’s #DoosraStadium Campaign Draws Cricket Fans, Delivers 50% Footfall Surge on Finals Night
SOCIAL’s #DoosraStadium campaign delivered a 50% rise in footfall on finals night, combining cricket screenings, food, entertainment and fan experiences.
SociapaHQ
SOCIAL has concluded the 2026 edition of its #DoosraStadium campaign, turning its outlets in several Indian cities into cricket-viewing venues during the country’s biggest cricket season.
The campaign ran from March 28 to May 31 across Mumbai, Delhi-NCR, Bengaluru, Pune, Hyderabad, Kolkata, Lucknow, Chandigarh and Dehradun and included live match screenings, themed food and beverages, gaming experiences, merchandise and fan engagement activities.
The #DoosraStadium was built on the insight that in India, cricket is as much about community as the game itself, and aimed to re-create the shared rituals that define how fans experience cricket.
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Fan Experience:
The activation’s centrepiece was large-screen screenings, complemented by cricket-themed décor, regionally inspired menu offerings, beer buckets, giveaways and interactive experiences to keep fans engaged throughout the tournament.
SOCIAL claimed the campaign delivered strong business results, including a 50% uplift in footfall on the tournament’s finals night. Many outlets were already sold out before the game began.
The company said the effort grew out of what could be seen as a traditional food-and-drink promotion into a wider cultural and community experience.
The campaign was based around things such as friendly rivalries, commentary debates, superstitions and shared celebrations - essentially fan rituals, not just match broadcasts.
Mumbai, Delhi-NCR and Bengaluru were the strongest performing markets during the campaign period, indicating high levels of engagement among cricket fans.
Food was at the heart of the activation with SOCIAL launching a special #DoosraStadium menu, inspired by regional flavours and made for groups to share.
The menu saw strong traction throughout the season with the company selling an average of 330 #DoosraStadium menu items on a daily basis.
Some of the popular offerings 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.
A digital content strategy supported the campaign, featuring a series of films based around familiar cricket fan archetypes, such as the superstitious supporter, the self-styled analyst and the passionate city loyalist.
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Social Buzz:
The campaign also extended beyond the physical outlets with additional digital activations including menu showcases, match-ticket giveaways and a chef-led content series.
The company said the campaign reached out to 3.3 lakh plus users on Instagram.
Commenting on the initiative, Divya Aggarwal, Chief Growth Officer at Impresario Entertainment & Hospitality, said the campaign was built on the idea that cricket is best experienced collectively.
“#DoosraStadium has always been built on one very simple truth: cricket is at its best when it becomes a shared experience. This year, the response showed us how strongly that insight resonates with our community,” Aggarwal said.
