Asian Paints has been announced as the Official Colour Partner of India Home Cricket, marking a landmark partnership with the BCCI. The brand, long associated with Indian homes and celebrations, now deepens its cultural connection by joining the nation’s most unifying sport, bringing added colour, emotion and vibrancy to match-day experiences.
Asian Paints has long held a place in the Indian imagination—not simply as a paint company, but as a companion woven into the daily textures of home, family and celebration. From the first stroke of colour on the walls of a new house to the timeless scent of fresh paint marking a new beginning, millions of Indians have relied on the brand to add vibrancy to their lives. Now, Asian Paints is preparing to extend that emotional legacy into one of India’s most beloved arenas: cricket. With its announcement as the Official Colour Partner of India Home Cricket, the company has stepped into a national spotlight where passion, pride and identity converge like nowhere else.
The partnership, formalised with the Board of Control for Cricket in India (BCCI), marks a new chapter for both organisations. Cricket is more than a sport in India—it is a cultural force that unites people across languages, regions and generations. On any given match day, cheers ripple through city streets, quiet villages, bustling apartment complexes and family homes. These shared moments, echoing through every room and heart, often become memories that last a lifetime. Asian Paints, which has shaped the backdrop to many such memories within Indian homes for decades, now joins the narrative in a more vivid and symbolic way.
The collaboration is an organic fit. For decades, Asian Paints has associated itself with ideas of warmth, togetherness and aspirations—values that align seamlessly with the spirit of Indian cricket. From its iconic campaigns to its role in modernising how Indians think about colour, décor and self-expression, the brand has evolved from a household essential to a cultural marker. The move into cricket sponsorship is not merely a marketing decision; it is an affirmation of the brand’s understanding of India’s emotional landscape.
At the heart of this partnership lies a simple yet powerful idea: colour plays a deeper role in the way people experience life. The blues, whites, greens and reds that paint the cricket field are already charged with meaning. To integrate Asian Paints into this setting is to acknowledge that colour does more than visually transform spaces—it helps shape collective joy. Whether it’s the iconic blue of Team India’s jersey or the energetic hues that fill stadiums during a home series, colour amplifies emotion. Asian Paints, with its decades of expertise, now becomes a symbolic carrier of that excitement.
This milestone arrives at a time when cricket’s reach in India is stronger than ever. With full stadiums returning, digital viewership skyrocketing and younger audiences engaging with the sport in new ways, the energy surrounding Indian cricket is unparalleled. Asian Paints’ presence in this atmosphere of renewed enthusiasm positions the brand to be a part of celebrations at scale—from massive international fixtures to intimate living-room gatherings.
Within homes, where matches often transform everyday spaces into communal theatres of emotion, the partnership taps into a relatable sentiment: most Indian cricket memories are made in the spaces people call home. The nail-biting finishes watched on a family sofa, the collective sighs, the applause that shakes the walls—Asian Paints has long been part of these spaces. Now, the brand’s connection to cricket strengthens the bond between the home and the nation’s favourite game.
The association also highlights a broader shift in brand sponsorships. Instead of simply advertising during matches, companies seek to embed themselves into cultural experiences. Asian Paints’ move suggests an understanding that the modern consumer connects with brands that reflect their aspirations and values. With cricket acting as a universal thread across diverse audiences, the partnership leverages a platform that cuts across demographics in a country of 1.4 billion people.
Beyond sentiment, the collaboration presents opportunities for innovative storytelling. Fans can expect campaigns that blend the joy of cricket with the vibrancy of colour—an intersection ripe with creative potential. Whether through stadium activations, digital content, or campaigns celebrating cricket in Indian homes, the partnership is likely to spark narratives that appeal to both loyal Asian Paints customers and millions of cricket enthusiasts.
Furthermore, there is scope for the brand to engage with cricket-inspired palettes or limited-edition offerings. Imagine wall colours inspired by the hues of match day energy, or décor themes designed to echo the excitement of a stadium at full roar. While such ideas remain speculative for now, the possibilities reflect how deeply the partnership can influence design and lifestyle conversations in the coming years.
At a national level, the symbolism of the partnership cannot be overstated. Cricket represents unity in a country that often thrives on diversity. It is a space where boundaries dissolve—where a billion people cheer, hope and celebrate as one. Asian Paints, whose tagline over the years has celebrated the power of colour to transform lives, now aligns itself with a platform that transforms moods and unites hearts.
The announcement also underscores the company’s growing strategy to strengthen its cultural relevance beyond the domain of home interiors. In recent years, Asian Paints has not only expanded its product lines but also deepened its presence in design thinking and lifestyle branding. Cricket sponsorship adds another dimension to that evolution, reinforcing the company’s commitment to being part of India’s emotional and cultural journey.
For cricket fans, the partnership signals the beginning of a fresh chapter in the aesthetics of home cricket experiences. Whether through thematic campaigns or visual integrations during home series, Asian Paints’ association promises to infuse match days with a new layer of vibrancy. In a sport where emotion often spills beyond the field into homes, streets and marketplaces, the addition of a trusted, iconic brand amplifies the shared experience.
For Asian Paints, the partnership represents a homecoming of sorts—a return to the essence of what it has always championed: colour as a catalyst of emotion. And cricket, with its unmatched ability to stir passion, offers the perfect canvas for that expression.
As the brand steps into this new role, the message resonates simply and powerfully: Asian Paints and India Cricket—together colouring the moments that unite a nation. It is a collaboration that feels both inevitable and inspired, a union of two forces deeply woven into the Indian psyche.
From the first brushstroke that transforms a new house into a home to the triumphant cheer that erupts when India hits the winning runs, colour and cricket have always been part of India’s story. Now, in an official partnership that celebrates this connection, Asian Paints joins hands with the nation’s favourite sport to create a celebration as vibrant as the nation itself.
This is more than a sponsorship. It is a tribute to shared memories, collective pride and the hues that define us. It is, as Asian Paints aptly captures, a colourful celebration that unites a billion hearts.
