Sony Sports Network, the official broadcaster of the Asia Cup 2025, has launched a new campaign titled Rag Rag Mein Bharat, featuring former cricketer Virender Sehwag. The campaign centres on a film that aims to highlight cricket’s role in bringing people together across different backgrounds in India.
The film unfolds in a small-town setting where individuals from various religions, regions, genders, and age groups gather to watch the final ball of an India vs Pakistan match. The moment is portrayed through the silent prayers of a character named Tabrez Miyaan. When Indian batter Suryakumar Yadav hits the winning six, the group erupts in celebration, with the unfurling of the national flag and traditional drumming symbolising collective unity. Sehwag, present in the scene, reinforces the campaign’s message: “When it comes to India, 140 crore hearts beat as one.”
The Asia Cup 2025, the 17th edition of the tournament, will be held in the United Arab Emirates from 9 to 28 September, with matches scheduled in Dubai and Abu Dhabi. The competition will follow a T20 International format, featuring eight teams divided into two groups of four. The top teams will move on to the Super Four stage, followed by the final. The structure allows for the possibility of repeated matchups in the later stages of the tournament.
India will participate as defending champions, having won the Asia Cup a record eight times.
The campaign film will be released in Hindi, Tamil, and Telugu. It will be aired across Sony Pictures Networks television channels, livestreamed on Sony LIV, and promoted on the broadcaster’s social media platforms.
Rajesh Kaul, Chief Revenue Officer - Distribution & International Business and Head - Sports Business, Sony Pictures Networks India, said, "Cricket is the heartbeat of our nation and through this campaign, we wanted to capture that unmatched energy and emotion of our nation. The Asia Cup stands as one of the most iconic and prestigious tournaments in world cricket—its significance lies not only in crowning the best team in Asia, but also in celebrating the enduring rivalries and aspirations that define our sport. #RagRagMeinBharat reminds audiences that when it comes to Team India, 140 crore hearts truly beat as one. We are ecstatic to have cricket icon, Virender Sehwag, embody this sentiment that makes the message even more powerful, authentic, and relatable for every Indian."
Virender Sehwag, Cricket Icon & Former Team India batter, said: "One of my fondest memories of the Asia Cup is walking into the dressing room on match days and feeling the buzz even before stepping onto the field. You could hear the chants outside, feel the energy in every corner. I remember telling my teammates – today we won’t just play a match, we’ll give the fans a day they’ll never forget. That electrifying energy and that unity, is exactly what this campaign by Sony Sports Network is about. It captures how, in those moments, every cheer, every clap, and every heartbeat across the country beats for India."
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