Asian Paints has unveiled a new cricket-themed anthem, Rang De India, celebrating the deep emotional bond between Indian households and the sport. The initiative builds on the brand’s partnership with the Board of Control for Cricket in India (BCCI), where Asian Paints serves as the Official Colour Partner of India Home Cricket.
At the heart of the campaign is a music-led film that captures how cricket transforms everyday Indian homes during match days. Living rooms turn into stadiums, balconies echo with cheers, and neighbourhoods unite in collective celebration. The film presents cricket not just as a sport, but as a shared cultural experience that transcends age, region, and routine.
The hook line, ‘Rang De – Mohe Jeet Ke Rang Mein Rang De’, cleverly weaves together the ideas of colour and victory, reinforcing Asian Paints’ long-standing belief that colour is a powerful medium of emotion and expression. The anthem is composed by Sameer Uddin and brought to life by the voices of Sunidhi Chauhan and Vishal Dadlani.
Commenting on the campaign, Amit Syngle, Managing Director & CEO, Asian Paints, said cricket has a unique ability to unite the nation through moments of shared pride, anticipation, and joy. He added that the anthem is a tribute to the emotions the game ignites in millions of Indian homes.
Created in collaboration with creative agency Kinnect, the anthem will be promoted across digital platforms and live cricket broadcasts, extending Asian Paints’ association with the sport beyond conventional sponsorships into everyday lived experiences.
