With cricket fever sweeping the nation, Asian Paints, India’s leading paint and décor brand has announced a landmark partnership with the Board of Control for Cricket in India (BCCI) as the Official Colour Partner of India Cricket. The three-year association will include all Men’s, Women’s, and Domestic matches played in India, covering more than 110 games. This collaboration deepens Asian Paints’ connection with cricket, bringing together 1.4 billion fans through the shared vibrancy of colour and sport.
Known for championing colour, creativity and emotion in Indian homes for generations, Asian Paints now brings its vivid identity to the country’s biggest passion, cricket. The partnership celebrates the synergy between bold expression in décor and bold performance on the field, highlighting the leadership both Asian Paints and Indian Cricket embody. As part of the tie-up, the brand will roll out immersive on-ground and digital experiences from stadium-led initiatives to fan-centric campaigns designed to amplify the energy of Indian cricket.
Speaking on the partnership, Mr. Amit Syngle, Managing Director & CEO, Asian Paints Ltd., 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.”
A key highlight will be the debut of “The Asian Paints Colour Cam,” a first-of-its-kind fan cam that celebrates the “most colourful fans,” boosting engagement and adding “Colour to Cricket” one shade at a time. Additionally, the brand will introduce a “Colour Countdown,” showcasing colour and home décor trends that resonate with fans across the country. Asian Paints will further activate the partnership across media, dealer networks and consumer touchpoints, transforming cricket into a vibrant platform to deepen its emotional connect with millions.
BCCI spokesperson, Mr. Devajit Saikia added, “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.”
For over 80 years, Asian Paints has stood for colour expertise and design innovation in India. Through this collaboration, the brand seeks to strengthen its bond with a billion Indians, both on and off the field, celebrating the passion, creativity and unity that cricket inspires.
