Mumbai Witnesses Asian Paints Launch Colour-Themed Fan Experiences With BCCI Cricket
Asian Paints has kicked off a series of colour-themed fan experiences as the official colour partner of India Home Cricket under the BCCI, debuting during the South Africa tour of India. The activations, including the Colour Countdown on broadcasts and the ColourCam in stadiums, aim to make match days more visually engaging, energising spectators while integrating creativity, expression, and brand presence throughout the cricket season.
The campaign introduces two key fan engagement tools. The Asian Paints Colour Countdown, featured across all telecast feeds, merges décor inspiration with trending colour palettes, creating a visually distinctive segment within match coverage. According to an industry expert, this initiative “transforms conventional broadcast into a richer, more immersive experience, keeping viewers engaged beyond the action on the field.” By combining aesthetics with sport, Asian Paints is redefining the way brands interact with audiences during live events. Complementing this, the Asian Paints ColourCam focuses on fans inside stadiums, spotlighting spectators who showcase the most vibrant expressions of support. From painted faces to themed outfits and tricolour-inspired looks, the camera celebrates creativity, encouraging a playful connection between the brand, the sport, and its followers. Marketing analysts note that such experiential branding represents a shift from traditional sponsorships to active participation, enhancing the emotional resonance of both the game and the fan experience.
Asian Paints emphasised that these activations are part of a broader engagement strategy for the entire cricket season. A spokesperson explained that by embedding colour into stadium and broadcast experiences, the company aims to energise audiences, foster creativity, and cultivate a sense of community among fans. This approach also aligns with growing trends in Indian sports marketing, where immersive fan experiences are increasingly valued for both emotional impact and brand visibility.Beyond cricket, Asian Paints has recently collaborated with Spotify at the I-POP event, celebrating India’s pop music movement. Analysts suggest such partnerships underline the brand’s commitment to cultural engagement, inclusivity, and creativity, reinforcing its presence in both sporting and urban lifestyle spaces.
Observers highlight that initiatives like these are transforming live sports into multi-sensory experiences. By integrating design-led elements into stadiums and broadcasts, brands like Asian Paints contribute to more dynamic, inclusive, and engaging urban entertainment environments. As cricket evolves into a spectacle that blends performance, aesthetics, and audience participation, such campaigns exemplify how experiential branding can shape both fan culture and broader city-level engagement with sports and entertainment.
