Asian Paints Unveils Rang De India Cricket Campaign
As the cricket season heats up across Indian cities and towns, Asian Paints Ltd. has launched a new national brand campaign that ties the emotional resonance of the sport to the everyday lives of urban and suburban households. The initiative, centred on a musical anthem titled “Rang De India”, underscores how cultural passion points can shape consumer sentiment and reinforce broader narratives linking emotional identity with product relevance.
The campaign marks a deeper phase in Asian Paints’ strategic partnership with the Board of Control for Cricket in India (BCCI), where the company holds the title of Official Colour Partner for India’s home cricket matches. Rather than traditional sponsorship signifiers such as logos or player jerseys, the firm’s approach uses colour and emotion as connective tissue between brand and audience — reflecting how cricket fandom transcends demographics and urban hierarchies from tier-I mega cities to tier-II and tier-III towns.Directed by creative partner Kinnect, the “Rang De India” anthem blends musical storytelling with vivid visuals that mirror how households experience cricket — from intimate living room viewing moments to street-side celebrations. Composed by a noted musician and voiced by prominent vocalists, the anthem channels national pride, collective anticipation and the shared emotional pulse that India’s cricket calendar ignites.
Urban and industry analysts observe that this campaign “colour-maps” emotion onto everyday life in a way that aligns with post-pandemic consumer behaviour, where brands seek to forge deeper experiential bonds rather than simply transact. In India’s paint and coatings sector — a space traditionally dominated by functional benefit messaging — integrating cultural meaning with product relevance represents a shift toward narrative-driven consumer engagement.The strategic timing around cricket’s prominence gives Asian Paints a platform to interweave discussions of home colour choice, identity and collective experience, dovetailing with long-standing brand positioning that sees colour as an expression of life and emotion. While critics sometimes question the ROI of cultural sponsorships outside direct performance metrics, the depth of engagement measured via fan recall and social amplification suggests rising consumer receptivity.
Asian Paints’ campaign also reflects wider shifts in India’s consumer market, where brands increasingly lean on cultural narratives — festivals, sport, community memory — to differentiate in crowded sectors. Cricket, with its near-ubiquitous urban and rural viewership, remains a uniquely potent canvas. Instruments such as music, regional storytelling and community rituals amplify reach beyond traditional advertising touchpoints.
As Indian urbanisation continues to accelerate and consumer identities diversify, campaigns rooted in shared cultural moments like cricket offer brands a pathway to deepen relevance in the lived experience of citizens — not just in product choice but in how cities, homes and everyday rituals are emotionally framed.
