SONY SPORTS NETWORK, the official broadcaster of the Asia Cup 2025, has unveiled its latest campaign centred on India and fronted by Virender Sehwag. At the heart of the campaign is a film titled ‘Rag Rag Mein Bharat’, which captures how cricket serves as a unifying thread across the nation.
The narrative unfolds in a small-town household, where people from diverse backgrounds—across faiths, regions, genders and generations—gather to watch the final ball of an India–Pakistan clash. The collective tension is embodied in the silent prayer of Tabrez Miyaan, reflecting the emotional investment of millions. When Suryakumar Yadav clinches victory with a match-winning six, the scene explodes in celebration. Sehwag’s reaction underscores the film’s core message: “When it comes to India, 140 crore hearts beat as one.”
The campaign will air in Hindi, Tamil and Telugu across Sony Pictures Networks’ television channels, Sony LIV, and the broadcaster’s digital and social media platforms.
Sony Pictures Networks chief revenue officer – distribution & international business and head – sports business Rajesh Kaul said, “Cricket is the heartbeat of our nation and through this campaign, we wanted to capture that unmatched energy and emotion of our nation. The Asia Cup stands as one of the most iconic and prestigious tournaments in world cricket—its significance lies not only in crowning the best team in Asia, but also in celebrating the enduring rivalries and aspirations that define our sport. #RagRagMeinBharat reminds audiences that when it comes to Team India, 140 crore hearts truly beat as one. We are ecstatic to have cricket icon, Virender Sehwag, embody this sentiment that makes the message even more powerful, authentic, and relatable for every Indian.”
Sehwag added, “One of my fondest memories of the Asia Cup is walking into the dressing room on match days and feeling the buzz even before stepping onto the field. You could hear the chants outside, feel the energy in every corner. I remember telling my teammates – today we won’t just play a match, we’ll give the fans a day they’ll never forget. That electrifying energy and that unity, is exactly what this campaign by Sony Sports Network is about. It captures how, in those moments, every cheer, every clap, and every heartbeat across the country beats for India.”
