In a vibrant move blending cricket and colour, Asian Paints has signed a three-year partnership with the Board of Control for Cricket in India (BCCI) as Team India’s official colour partner. The deal, covering 110 international and domestic matches, is aimed at creating a unique intersection of home décor branding and sports enthusiasm through on-ground activations and digital fan engagement.
This partnership marks a growing trend where non-traditional sectors like paints and home décor are actively investing in India’s most influential sport — cricket — to connect with millions of fans across the country.
What the Partnership Includes
- Duration: 3 years
- Coverage: 110 matches — including men’s, women’s and domestic games played in India
Scope,
- On-ground activations
- Digital fan campaigns
- Branding and engagement across match venues
Some of the standout features include,
- The Asian Paints Colour Cam: A creative digital activation designed to capture the “most colourful fans” in stadiums — adding visual excitement and brand recall.
- Colour Countdown: A segment that will highlight colour and décor trends linked to matches — integrating the brand’s core business identity with cricket entertainment.
Significance of the Deal
- Brand Synergy: This deal leverages Asian Paints’ identity as a colour and décor leader with cricket’s vibrant, emotion-driven appeal. It’s an example of how brands are expanding beyond traditional advertising to emotionally connect with audiences.
- BCCI’s Expanding Sponsorship Base: Asian Paints joins Reliance’s Campa, SBI Life, and Atomberg Technologies as official partners, highlighting cricket’s continued strength as India’s top marketing platform.
- Consumer Connect: With a fanbase of over a billion, cricket allows Asian Paints to directly engage with a diverse demographic, from urban homeowners to younger, trend-conscious audiences.
Static Facts
- Brand: Asian Paints
- Deal Type: Official Colour Partner of Team India
- Duration: 3 years (2025–2028)
- Total Matches Covered: 110 (includes men’s, women’s and domestic matches)
- BCCI Engagements: Part of official sponsorships alongside Campa, SBI Life, Atomberg
- Key Campaign Elements: Asian Paints Colour Cam, Colour Countdown
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