Asian Paints signs three-year deal as BCCI’s Official Colour Partner, bringing vibrancy to Indian Cricket experience

THEBUSINESSBYTES BUREAU

MUMBAI, NOVEMBER 27, 2025

In a move that blends the nation’s love for colour with its greatest sporting passion, Asian Paints has announced a landmark partnership with the Board of Control for Cricket in India (BCCI), becoming the Official Colour Partner of Indian Cricket for the next three years. The association spans all Men’s, Women’s, and Domestic series played in India and will cover more than 110 matches, infusing new vibrancy into the cricketing arena.

As India’s leading paint and décor brand, Asian Paints has long been synonymous with creativity, emotion, and the transformative power of colour. With this announcement, the company brings its signature spirit to the cricketing ecosystem, celebrating the energy, passion, and unity that define the sport for 1.4 billion fans. The partnership reflects a shared ethos—bold expression, leadership, and the ability to inspire through unforgettable moments.

Speaking on the collaboration, Amit Syngle, Managing Director & CEO, Asian Paints Ltd., said, “Cricket unites a billion hearts, and we are thrilled to partner with the BCCI on a platform that makes that spirit come alive. At Asian Paints, we have always believed in the power of colour to shape how people live, feel, and express themselves, and this association strengthens that belief. Our partnership marks an exciting new chapter—one where we bring the world of colour into the heart of the game India loves most.”

He added that the brand intends to engage fans in “meaningful, vibrant, and joyful ways,” unveiling multiple innovative integrations to make this the most colourful association with cricket yet.

BCCI spokesperson Devajit Saikia welcomed the partnership, noting, “Asian Paints’ legacy of adding colour and emotion to people’s lives perfectly complements the spirit of Indian cricket. Together, we look forward to creating memorable experiences for fans across the country.”

The collaboration will be brought to life through a dynamic mix of on-ground and digital activations. For the first time ever, stadiums will feature the “Asian Paints Colour Cam,” a vibrant fan cam that celebrates the “most colourful fans” in the stands — adding a fresh layer of excitement to match-day experiences. The brand will also introduce a “Colour Countdown” segment, showcasing colour and home décor trends that resonate with cricket-loving households. These elements, along with extensive integration across media, dealer networks, and consumer touchpoints, aim to deepen the emotional connect between the brand and millions of Indians.

With a legacy of over eight decades in colour leadership and design innovation, Asian Paints sees this partnership as a unique opportunity to honour the hues of passion, creativity, and togetherness that cricket evokes. As the Official Colour Partner of Indian Cricket, the brand is poised to bring a new spectrum of vibrancy — one hue at a time — to the nation’s favourite game.