Asian Paints has unveiled Rang De, a campaign that celebrates the emotional bond between cricket and Indian homes. By blending the hues that shape living spaces with the passion that unites millions behind Team India, the initiative captures pride, belief, and the shared spectrum of emotions that define national spirit.
Few things are as deeply woven into the fabric of Indian life as cricket and the colours of our homes. One is a sport that transcends boundaries, stirring emotions across generations; the other is a palette that shapes the spaces where those emotions unfold. Asian Paints, long synonymous with the shades that define Indian households, has sought to bring these two worlds together in its latest campaign, Rang De.
The initiative is not just about paint or cricket—it is about the shared experience of belonging. For decades, cricket has been the heartbeat of Indian homes, a ritual that gathers families around television sets, radios, or stadiums. Victories are celebrated with fireworks, defeats mourned with silence, and every moment in between is lived collectively. Asian Paints, in its own way, has been part of those same homes, colouring walls that witness laughter, tears, and the quiet resilience of everyday life.
With Rang De, the company has attempted to capture that intersection of space and sentiment. The campaign positions cricket not merely as a sport but as an emotional spectrum—joy, pride, anticipation, heartbreak, and hope—that mirrors the hues of Indian homes. Just as a wall painted in vibrant tones can lift spirits, the sight of Team India stepping onto the field can ignite a nation’s collective heartbeat.
The creative philosophy behind Rang De lies in the belief that colours are more than aesthetic choices; they are emotional anchors. A deep blue may evoke calm, a fiery red passion, a bright yellow optimism. Cricket, too, carries its own palette: the blue of the Indian jersey, the green of the pitch, the golden glow of floodlights, and the tricolour that unfurls in moments of triumph. By merging these visual and emotional cues, Asian Paints has crafted a narrative that resonates with millions.
The campaign’s timing is deliberate. Cricket is not just a pastime in India—it is a cultural phenomenon that peaks during major tournaments, when streets empty and conversations revolve around scores and strategies. Rang De taps into that fervour, reminding audiences that the emotions they feel in those moments are inseparable from the spaces they inhabit. The living room becomes a stadium, the walls echo with cheers, and the colours around them become part of the memory.
Asian Paints has long understood the power of storytelling in branding. Its campaigns have often gone beyond product promotion to touch on themes of family, tradition, and identity. Rang De continues that tradition, but with a sharper focus on national pride. It is not just about painting walls; it is about painting emotions, about recognising that the hues of a home are inseparable from the hues of the nation’s spirit.
The campaign also reflects a broader trend in Indian advertising: the blending of cultural touchstones with brand identity. Cricket has been a favourite canvas for marketers, but Asian Paints’ approach stands out for its subtlety. Rather than relying on celebrity endorsements or dramatic visuals, Rang De leans into the quiet truth that cricket and colours already coexist in Indian homes. It is less about spectacle and more about recognition—an acknowledgment of what millions already feel.
In doing so, Asian Paints has positioned itself not just as a brand but as a custodian of collective memory. The walls it colours are not passive surfaces; they are witnesses to history. They have seen children grow up idolising cricketers, grandparents narrating tales of past matches, and families gathering for every World Cup. By linking its identity to cricket, Asian Paints has ensured that it remains part of those stories, not as an outsider but as a participant.
The emotional resonance of Rang De lies in its simplicity. It does not attempt to redefine cricket or reinvent paint. Instead, it celebrates the quiet bond between the two, a bond that has existed for decades but rarely been articulated. It is a reminder that the spaces we live in and the emotions we share are inseparable, that the colours on our walls and the colours on the field are part of the same spectrum.
In a country where cricket is often described as a religion, Rang De offers a new metaphor: cricket as colour. It is a metaphor that works because it is lived. Every Indian home has walls painted in shades that reflect its inhabitants’ moods and aspirations. Every Indian home has, at some point, echoed with the cheers or sighs of a cricket match. By bringing these two realities together, Asian Paints has created a campaign that feels both inevitable and inspired.
Ultimately, Rang De is less about marketing and more about belonging. It is about recognising that cricket is not just played on pitches but lived in homes, that colours are not just applied to walls but felt in hearts. It is about pride, belief, and the vast spectrum of emotions that unite millions behind Team India. And in that union, Asian Paints has found a story worth telling—a story that is as much about the nation as it is about the brand.
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