As anticipation builds for the Asia Cup 2025, Sony Sports Network, the official broadcaster, has launched a powerful new campaign titled ‘Rag Rag Mein Bharat’, fronted by cricketing legend Virender Sehwag. The campaign celebrates cricket’s unifying force across India’s diverse landscape.
At the heart of the film is an iconic moment – India vs Pakistan. Set in a vibrant small-town courtyard, the film captures the intense emotions of families, neighbours, and friends as they gather around a screen for the final ball. A six from Suryakumar Yadav triggers jubilation: dhols echo, flags fly, and Sehwag’s narration delivers the message – “When it comes to India, 140 crore hearts beat as one.”
Rajesh Kaul, Chief Revenue Officer – Distribution & International Business and Head – Sports Business, Sony Pictures Networks India, stated, “The Asia Cup is one of the most celebrated tournaments in global cricket. It’s about more than just rivalry; it’s about unity, emotion, and pride. Through #RagRagMeinBharat, we’re capturing how the nation comes together for Team India. Sehwag’s presence adds authenticity and emotion to that sentiment.”
Reflecting on the campaign, Virender Sehwag shared, “Match days during the Asia Cup were always special. The excitement in the dressing room mirrored what fans felt across the country. This campaign perfectly captures that emotion – where every Indian is a part of the game, every heartbeat echoes with belief.”
The 17th edition of the Asia Cup will take place in the UAE from September 9 to 28, 2025, featuring eight teams in a T20 format. India, the defending champions, will enter the tournament with a record eight titles.
The ‘Rag Rag Mein Bharat’ campaign will be released in Hindi, Tamil, and Telugu across Sony’s broadcast and digital platforms, including Sony LIV and social media, amplifying national pride and cricket fever across audiences.
