India — Asian Paints has launched a series of fan engagement activities as part of its new role as the official colour partner of India Home Cricket under its association with the Board of Control for Cricket in India (BCCI).
The initiatives, introduced during the South Africa tour of India, aim to incorporate colour-themed elements into both stadium and broadcast experiences.
The company also rolled out two key integrations: the Asian Paints Colour Countdown and the Asian Paints ColourCam. The Colour Countdown, aired across all telecast feeds, combines décor inspiration with colour trends and is designed to offer viewers a visually distinctive segment during match coverage.
Meanwhile, the ColourCam highlights spectators in the stadium who display the most colourful expressions of support, including painted faces, themed outfits, and tricolour-inspired looks.
Asian Paints said the activities signal the start of its wider engagement with cricket audiences throughout the season. The brand noted that these integrations are intended to add a more energetic and expressive layer to the match-day atmosphere and hinted at further fan interactions to come as the partnership continues.
Recently, Asian Paints and Spotify have also collaborated at the I-POP event, celebrating India’s pop music movement.
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