Asian Paints has launched a new campaign, ‘Meri Wali Blue’, as an extension of its long-running ‘Mera Wala Blue’ narrative. The campaign, created by FCB Kinnect and produced by Good Morning Films, celebrates India’s women cricketers and the families who support them from home.
According to the brand, ‘Meri Wali Blue’ draws from its ongoing ‘Har Ghar Blue’ brand insight, showcasing how the spirit of cricket extends beyond the pitch and into Indian homes. The campaign film reflects the everyday emotion of cheering for the national team, positioning blue as more than a colour, it’s the shared heartbeat of Indian cricket pride.
The narrative follows the journey of a blue jersey, from being stitched by a tailor to hanging on a balcony, then ironed and placed for sale. The moment of connection arrives when a young girl points at the jersey with Indian captain Harmanpreet Kaur’s number and exclaims, “Meri wali blue.” The film concludes with the message, “India cheers for India Wala Blue.”
Watch the film here:
The campaign marks Asian Paints’ continued association with cricket. Earlier brand integrations included SmartCare Damp Proof during the India vs. England series at Old Trafford, and the Asia Cup partnership featuring a ‘countdown innovation’ linking paint warranty with cricket excitement. The ‘Har Ghar Blue’ TV contest also invited fans to share selfies to be featured on the Extraaa Innings T20 show. With the latest campaign, the brand expands this association to women’s cricket, spotlighting its growing popularity and influence.
At the centre of the narrative is Indian team captain Harmanpreet Kaur, whose jersey number becomes a recurring symbol of pride and aspiration. The campaign includes one main film and four shorter edits, unified by the message that every Indian home is cheering for its women cricketers.
Amit Syngle, MD & CEO, Asian Paints Ltd., said, “Cricket in India is more than just a game. It’s a part of everyday life, something that brings families, friends and neighbours together. At Asian Paints, we have been privileged to capture this sentiment through our campaigns. With Meri Wali Blue, we are proud to extend that spirit to India’s women cricketers, who are inspiring millions with their talent, grit, and determination. This film is our tribute to them, and to every home in the country that will be cheering for them. As the love for women’s cricket grows, it marks not just a sporting milestone, but a moment for all of us to come together and celebrate what the game truly means.”
Rohan Mehta, CEO, FCB Kinnect, said, “There’s something powerful about building on an idea that has shaped culture and giving it fresh relevance for today. What makes ‘Meri Wali Blue’ powerful is that with just a single word, it carries hope, determination, and belief for generations of women athletes to come.”
Yogesh Mani Pradhan, Group Executive Creative Director, FCB Kinnect, said, “Indian cricket is as much about the viewers at home as the players on the field. 'Meri Wali Blue' transforms the nostalgia of a legacy ad, into a rallying cry for today, celebrating the women who are shaping India’s cricketing story. It’s the kind of simplicity that moves culture forward.”
The campaign film can be viewed here.
