Asian Paints captures the colours and emotions of cricket in new anthem

India – Asian Paints has unveiled the Rang De India (Colour India), a musical tribute celebrating the colours, emotions, and unity that cricket brings to Indian homes. The campaign seeks to capture the nationwide enthusiasm for cricket, from living rooms transformed into stadiums to streets echoing chants, further highlighting the sport’s cultural and emotional impact across India.

The anthem features vocals by Sunidhi Chauhan and Vishal Dadlani and is composed by Filmfare musician Sameer Uddin. The accompanying film showcases fan rituals and memorable cricket moments across the country, reflecting how the sport is woven into daily life and creating a cultural expression. 

Speaking about the campaign, Amit Syngle, managing director & CEO of Asian Paints, said, “Cricket has a rare and powerful ability to unite India, transcending regions, generations, and everyday routines to create moments of shared pride and belief. The quiet anticipation of a close finish, the eruption of cheers, the unbridled celebrations are profound moments that unfold inside and outside of homes alongside those we hold closest.”

Amit added, “As pioneers in colour, we continue to explore how colour can bring to life feelings that are often beyond words. This anthem is our tribute to the emotions cricket ignites in millions of Indian homes, drawing the nation together, one lyric, one colour, one cheer, one heartbeat at a time.”

Neville Shah, chief creative officer at Kinnect, also commented, “For Asian Paints, colour has never been decorative. It’s expressive. As the Colour Partner of India Home Cricket, creating an anthem felt instinctive. It was our way of entering Indian living rooms this cricket season, not as a brand speaking, but as one celebrating the surge of emotion the game brings with it.”

Moreover, the campaign builds on Asian Paints’ strategic partnership with the Board of Control for Cricket in India (BCCI) as the Official Colour Partner of India Home Cricket.