Asian Paints, a paint and décor brand, has partnered with the Board of Control for Cricket in India (BCCI) as the Official Colour Partner of India Cricket.
The three-year association will cover all Men’s, Women’s, and Domestic series played in India, spanning over 110 matches.
Reportedly, the deal is valued at approximately ₹45 crore.
Asian Paints’ partnership will come alive through a series of engaging on-ground and digital activations, from stadium experiences to fan engagement campaigns, all designed to celebrate India’s cricketing fervor.
For the first time ever, you will see a fan cam called “The Asian Paints Colour Cam” celebrating the “most colourful fans”. This first-time-ever fan cam will build a lot of engagement, thereby adding “Colour to Cricket”, one hue at a time. In addition, the brand will have a “Colour Countdown”, bringing viewers ‘Colour and Home Décor trends’ that find their way into fans’ hearts and homes.
The brand will also integrate the association across media, dealer, and consumer touchpoints, making cricket a vibrant new platform to strengthen its emotional bond with millions of Indians.
Amit Syngle, Managing Director & CEO, Asian Paints, said, “Cricket unites a billion hearts, and we are thrilled to partner with the BCCI on a platform that makes that spirit come alive. At Asian Paints, we have always believed in the power of colour to shape how people live, feel, and express themselves and this association strengthens that belief. Our partnership with BCCI marks an exciting new chapter, one where we bring the world of colour into the heart of the game India loves most. As the Official Colour Partner, we look forward to engaging with fans and customers in meaningful ways, celebrating the spirit and energy of cricket and adding more vibrancy and joy to every moment of the game. At Asian Paints, we believe homes aren’t just spaces, they’re where 1.4 billion dreams cheer as one. In the collective passion, we see the true purpose of colour = connection. We have multiple interesting integrations that will make this the most “Colourful” association with Cricket.”
Devajit Saikia, BCCI spokesperson, said, “We are delighted to welcome Asian Paints as the Official Colour Partner of India Cricket. Asian Paints’ legacy of adding colour and emotion to people’s lives perfectly complements the spirit of Indian cricket. Together, we look forward to creating memorable experiences for fans across the country.”
