Restaurant India News: How Faasos Is Monetizing T20 Match Days With Coca-Cola India

As the T20 season intensifies across India, food delivery brand Faasos has rolled out a cricket-focused activation in partnership with Coca-Cola India, aligning its offerings with the heightened consumption behavior seen during match days. The campaign is designed to integrate the brand into the social and emotional patterns that define how Indian households engage with T20 cricket.

From a hospitality and retail operations lens, the initiative reflects a targeted attempt to convert peak viewership moments into structured ordering occasions. T20 fixtures often reshape evening routines, influencing group gatherings, home dining patterns, and impulse food purchases. Faasos has structured its campaign around this predictable spike in demand, introducing city-specific executions across Mumbai, Chennai, and Ahmedabad.

In Mumbai, customers receive a “Slap Hand Freebie” with their orders on match days. The item is positioned as a light-hearted accessory that mirrors the emotional highs and frustrations commonly associated with live cricket viewership. In Chennai and Ahmedabad, deliveries include a “Match Day Apology Card,” intended to humorously pre-empt complaints from neighbours, family members, or colleagues due to noise or distraction during matches. These additions are operationally simple but strategically aligned with localized consumer behavior.

The campaign also addresses a long-observed aspect of Indian cricket fandom: superstition. Many viewers associate match outcomes with repetitive rituals, including fixed seating positions or specific routines. Faasos has attempted to embed itself into these habits by launching Special Match Day Ritual Combos. The proposition encourages repeat ordering of the same Wrap and Coke combination, framing it as part of a “lucky” match-day pattern. From a retail standpoint, this move supports basket standardization and repeat frequency during a limited seasonal window.

Nishant Kedia, CMO at Rebel Foods, said, “Cricket in India, especially during the T20 season, is an emotional experience. We didn’t want to just ride the cricket wave. We wanted to celebrate the experience of the fans. Whether it is the noise, the nervousness, or the superstitions, these are the things that make the experience of match days special. With this campaign, Faasos is now a part of this ritual, adding flavor to it in a very natural way.”

The collaboration with Coca-Cola India extends beyond bundled products. Consumers placing eligible orders during the campaign period can win 24 match tickets, trophy keychains, signed cricket balls, and official match merchandise. Each qualifying transaction doubles as an entry mechanism, reinforcing incremental order motivation during live matches.

The activation is further supported by Instagram creators known for cricket-related content, who are documenting live reactions and fan rituals. This digital layer amplifies on-ground efforts and drives contextual relevance among younger, mobile-first consumers.

The campaign highlights how food brands are increasingly structuring operations and marketing around cultural consumption spikes rather than traditional discount-led promotions. By integrating cricket-viewing behavior into product bundling, city-level customization, and reward mechanics, Faasos is positioning itself within the match-day economy rather than merely advertising around it. The rollout across Mumbai, Chennai, and Ahmedabad signals a focused regional strategy aimed at high-engagement urban markets where T20 viewership directly correlates with elevated food delivery demand.