It’s a Friday evening. Ryan slouches in his chair, the sting of a lacklustre performance review still lingering. Just as he scrolls aimlessly through his phone, a notification pings: “Cricket Ka #DoosraStadium awaits. Come scratch and win beers for Re. 1.” A grin spreads across his face. Two hours later, he’s pushing open the doors to SOCIAL, where the buzz of match commentary, clinking glasses, and the roar of a crowd welcome him like an old friend.
All around him, the space is alive—IPL team flags flutter from the ceiling, servers in cricket jerseys weave through tables carrying cocktails that light up with every boundary, and trivia placemats invite Ryan and his friends to test their cricket knowledge while scanning QR codes for live match predictions. His day may have started on a low, but now he’s part of something electric. The stadium may be miles away, but the vibe is right here.
Across India, this scene is being replicated in bars and restaurants that are no longer just showing cricket matches—they’re transforming into mini-stadiums, blending décor, tech, themed menus, and clever campaigns to give fans an immersive IPL experience.
Beyond the Screen: Crafting a Cricket Carnival
For SOCIAL, the IPL isn’t just an event—it’s a seasonal spectacle. Their #DoosraStadium campaign brings stadium spirit into every outlet, from décor and beer bucket deals to glow-in-the-dark cocktails and scratch cards. A recent reel shows a man delivering a hilarious “Man of the Match” interview—not for a cricket win, but for scoring four beers at Re.1 each.
“Screening matches is just the start,” says Divya Aggarwal, Chief Growth Officer at Impresario Entertainment & Hospitality, which owns SOCIAL. “We’re creating a full-blown cultural moment. Each touchpoint—from our UGC-friendly setups to FanCode collaborations and targeted offers—is designed to make every guest feel like they’re part of the action.”
Their witty marketing taps into the daily struggles of working professionals—low salaries, steep EMIs, and appraisal blues—offering an affordable escape with promotions like “Cricket, beer, chillar.” The experience goes beyond the screen and into the soul of what makes cricket season so addictive: camaraderie, energy, and celebration.
Cricket in the DNA: one8 Commune’s Premium Playbook
Meanwhile, one8 Commune—co-founded by Virat Kohli—is leaning into its cricket core with its ‘Out of the Park’ (OOTP) campaign. The brand transforms its Hyderabad and Bangalore venues into vibrant cricket hubs with team flags, jersey-clad staff, and cocktails that light up when a six is hit.
“With Virat as co-founder, cricket isn’t a seasonal activity—it’s who we are,” says Shruti Sharma, Marketing Lead at True Palate Hospitality, which manages one8 Commune. “Our goal is to make each match a premium yet spirited experience, especially for Gen Z.”
That means Instagram-worthy backdrops, glowing drinks, curated comfort food, and a vibe that resonates with both party-goers and professionals seeking a relaxed yet lively after-hours experience.
Luxury Meets Cricket: Shangri-La’s Sophisticated Spin
For those seeking a more upscale IPL experience, Shangri-La Eros New Delhi offers a luxurious take. Their unique twist? Cricket-inspired cocktails crafted to mirror the essence of each IPL team.
“We wanted to offer more than just a screen,” says Nikhil Bhaskaran, Food & Beverage Manager. “Our cocktails bring a creative energy to the match—guests can sip a ‘Super Six’ while rooting for their team.”
At Shangri-La, QR codes enable seamless ordering from the comfort of your seat, ensuring you never miss a wicket while refilling your drink.
Personalised Experiences for Every Fan Type
What sets these hospitality brands apart is their understanding of different audience needs. Reports suggest that 77% of Gen Z and 75% of Millennials prefer watching sports outside traditional stadiums—an opportunity these venues are capitalising on.
SOCIAL, for example, tailors experiences by outlet and audience. “There’s no one-size-fits-all,” Aggarwal explains. “For Gen Z, it’s trivia nights and meme-worthy reels. For working professionals, it’s relaxed sharing platters and discounted beers after work.”
one8 Commune sees a growing demand for elevated dining even during matches. “It’s about more than just watching—it’s about enjoying great service, good food, and memorable moments,” Sharma adds.
Food, Tech & Fandom: Driving the Stadium Buzz
Across the board, menu innovation is a key strategy. SOCIAL offers game-inspired pitchers and platters perfect for sharing. one8 Commune features items like Podi Masala Fries and Chip & Dip Platters—easy to eat, fun to share, and perfect for posting on social.
Tech also plays a supporting yet vital role. At SOCIAL, tech quietly powers personalised marketing, screen synchronisation, and loyalty rewards. “It’s not loud tech—it’s smart tech that enhances the vibe,” Aggarwal says.
Shangri-La uses QR codes and interactive screens to streamline service and ensure guests are immersed without interruption.
More Than Sales: Building Community & Brand Love
While IPL brings a clear revenue bump, for these establishments, the goal is deeper—building brand loyalty and memorable experiences that outlast the season.
“At SOCIAL, it’s about community,” says Aggarwal. “Yes, we track footfall and sales, but we care more about UGC, repeat visits, and being the place people want to be when big moments happen.”
Bhaskaran echoes this sentiment: “The success metric isn’t just today’s turnout. It’s the buzz, the memories, and the guests who come back even after the last ball is bowled.”
From Screens to Scenes
As another IPL season grips the nation, bars and restaurants are proving that great marketing isn’t about the screen—it’s about the scene. Whether it’s the thrill of winning a beer for Re.1, sipping a team-themed cocktail, or snapping selfies with glowing pitchers, these venues are turning match days into memory-makers.
Cricket may start on the pitch, but this season, the real celebration is unfolding in India’s most creative bars and restaurants—one six, one cheer, and one chilled pint at a time.
