Asian Paints Launches ‘Colour Cam’ and ‘Colour Countdown’ as BCCI’s Official Cricket Engagement Initiatives

Advertisment

In a major commercial move, Asian Paints has secured a three‑year deal with the BCCI, becoming the board's ‘Official Colour Partner’, reportedly worth around Rs. 45 crore. The association will cover over 110 matches, including men's, women's, and domestic cricket played in India. The agreement will see Asian Paints bring its brand of décor and colour-led identity into the cricketing arena via fan‑centric and broadcast activations.

Asian Paints Brings Colourful Cricket Experience Alive

One of the planned activations includes the ‘Asian Paints Colour Cam’, which focuses on the ‘most colourful fans’ in stadium crowds, adding a playful, visually engaging element to the match-day experience. The brand will also introduce the ‘Color Countdown’ during matches, merging décor and home‑color inspiration with cricket viewership.

For Asian Paints, this alliance is a strategic fit. Cricket is an ideal platform to bring its long-standing ‘Har Ghar Kuch Kehta Hai’ philosophy to life in Indian homes, with its mass appeal cutting across generations, geographies, and languages, said MD & CEO Amit Syngle.

Advertisment

BCCI Expands Sponsorship Ecosystem With Asian Paints

This marks a shift from conventional sponsorship models, like jersey branding or perimeter ads, to a broader, emotionally anchored ‘colors & lifestyle + cricket’ synergy. For BCCI, Asian Paints further deepens its non‑jersey sponsorship ecosystem, joining the roster of leading partners, including Campa, Atomberg, and SBI Life.

At a time when the board is recasting its commercial portfolio, especially after regulatory changes affecting some categories, the Asian Paints deal reflects a broader trend of brands looking for long‑term, high‑engagement association with Indian cricket.

Can Cricket Partnerships Drive Deeper Fan Engagement?

The partnership also comes with major upcoming tournaments, including the next edition of the men's and women's T20 World Cup, bringing a timely opportunity for both BCCI and Asian Paints to maximize visibility and fan engagement.

Advertisment

This deal is evidence that brands and sports bodies are becoming increasingly sophisticated in how they work together, moving from traditional visibility-based sponsorships to deep, culturally nuanced experiences that emotionally engage fans in their everyday lives.