ASIAN PAINTS has unveiled a new cricket anthem, Asian Paints Rang De India, a musical tribute celebrating the colours, emotions, and unity that the sport brings into homes across the country.
Building on its strategic partnership with the Board of Control for Cricket in India as the official colour partner of Team India, Asian Paints has strengthened its association with the sport through colour-led, fan-first initiatives. The anthem aims to capture cricket’s nationwide appeal, distilling the joy, tension, pride, and passion that connect fans across regions, languages, and traditions.
The track has been composed by Sameer Uddin and features vocals by Sunidhi Chauhan and Vishal Dadlani. According to the company’s media release, the energetic performance is designed to create a familiar, chant-like feel that fans can hum during overs or play at watch parties.
The accompanying film showcases moments, rituals, and memories that define the Indian cricket experience. Developed in collaboration with creative partner Kinnect, the campaign moves beyond a traditional sports association to position itself as a cultural expression intended to live on in the homes, hearts, and shared spirit of India’s cricket fans.
Asian Paints managing director and CEO Amit Syngle 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. At Asian Paints, we have always believed that colour goes far beyond aesthetics; it is an expression of emotion and a force that shapes how people experience life. 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.”
Kinnect CCO Neville Shah added, “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.”
