June 9: SOCIAL concluded its DoosraStadium 2026 campaign across Mumbai, Delhi-NCR, Bengaluru, Pune, Hyderabad, Kolkata, Lucknow, Chandigarh, and Dehradun, turning India’s biggest cricket season into a high-energy match-viewing experience from 28th March to 31st May 2026. Built around the insight that cricket in India is not just watched but celebrated together, the campaign brought fans into SOCIAL outlets through big-screen screenings, a regionally inspired match-day menu, beer buckets, cricket-themed décor, digital films, interactive gaming, fan merchandise, and giveaways, driving strong consumer response through the season and a 50% growth in footfall on finals night.
The Insight: In India, Cricket Is a Collective Emotion
At its core, #DoosraStadium was designed to celebrate the spirit of the game which brought people together. It was not built as a marketing platform but build on insights around how India actually watches cricket: in groups, with rituals, commentary, superstition, food, friendly rivalry, and collective emotion. For SOCIAL, the opportunity was not simply to put the match on a big screen, but to own the occasion around it.
The Strategy: Turning Every Outlet into a Doosra Stadium
That shift helped the campaign move from a seasonal F&B activation to a full brand experience. Every layer of #DoosraStadium had a clear role to play. The screenings created the reason to visit, the menu gave fans something to share, the décor and merchandise built the match-day mood, the gaming format kept guests engaged between overs, and the digital films extended the idea beyond outlets into social feeds. Together, these touchpoints turned cricket viewing into a participative community experience.
The Impact: 50% Finals Night Footfall Growth and Strong Market Pull
The strongest proof of impact came at the business end of the tournament. On finals, SOCIAL recorded a 50% growth in footfall, with multiple outlets completely booked before the match began. Across the campaign period, Mumbai, Delhi-NCR, and Bengaluru emerged as the strongest markets, indicating how effectively #DoosraStadium translated cricket fandom into sustained in-outlet engagement across key cities.
The Menu: Regional Flavours Became a Match-Day Performance Driver
Food also became a key performance lever. The specially curated #DoosraStadium menu, inspired by iconic regional flavours and designed for group consumption, saw strong traction through the season, with SOCIAL selling an average of 330 #DoosraStadium menu items every day. Dishes such as 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 helped convert city pride and match-day appetite into a tangible consumption moment.
The Storytelling: Taking Fan Behaviour from Outlets to Social Feeds
The campaign’s digital storytelling played an equally important role in building relevance. SOCIAL released a series of films that captured familiar cricket-watching behaviours: the superstitious fan, the self-appointed analyst, the friend-group strategist, the city loyalist, and the friend who knows that big matches are never meant to be watched alone. Instead of dramatising cricket fandom from the outside, the films reflected it the way it exists in India’s friend groups: loud, funny, emotional, chaotic, and deeply shared. This storytelling was further supported by other digital touchpoints, including menu carousels, match ticket giveaways, and the Chef Series, which helped extend the campaign beyond the films, kept the conversation active across formats, and enabled SOCIAL to reach over 3.3 lakh people via Instagram.
The Result: A Cultural Campaign with Clear Commercial Outcomes
This made #DoosraStadium more than a campaign around cricket. It became a mirror to the rituals around cricket. By tapping into everyday fan behaviour, SOCIAL was able to create a campaign that felt culturally familiar while still delivering measurable outcomes across footfall, menu traction, outlet bookings, and market-level engagement.
Speaking about the campaign, Divya Aggarwal, Chief Growth Officer, Impresario Entertainment & Hospitality Pvt. Ltd., said,
“#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. A 50% growth in footfall on the finals, pre-booked outlets, and strong menu traction are clear indicators that fans were not just looking for a place to watch the match; they were looking for a place that made them feel part of the game. For SOCIAL, this campaign is a strong example of how culture, community, food, and experience can come together to create meaningful brand impact.”
The success of #DoosraStadium 2026 reinforces SOCIAL’s larger strength as a brand that understands how young India gathers around cultural moments. By combining insight-led storytelling with on-ground experience and F&B innovation, SOCIAL turned cricket season into a high-performing brand platform that delivered both cultural relevance and commercial impact. With outlets across nine cities joining the celebration, #DoosraStadium 2026 strengthened SOCIAL’s role as India’s neighbourhood café-bar for culture-led experiences, where the energy of the hood turns every big moment into something bigger.