Asian Paints has announced its partnership with the Board of Control for Cricket in India (BCCI) as the ‘official colour partner of Indian cricket.' The three-year association will cover all men’s, women’s, and domestic series played in India, spanning over 110 matches.

 Amit Syngle, managing director and CEO, Asian Paints, said, “Cricket unites a billion hearts, and we are thrilled to partner with the BCCI on a platform that makes that spirit come alive. At Asian Paints, we have always believed in the power of colour to shape how people live, feel, and express themselves and this association strengthens that belief. Our partnership with BCCI marks an exciting new chapter, one where we bring the world of colour into the heart of the game India loves most. As the Official Colour Partner, we look forward to engaging with fans and customers in meaningful ways, celebrating the spirit and energy of cricket and adding more vibrancy and joy to every moment of the game. At Asian Paints, we believe homes aren’t just spaces, they’re where 1.4 billion dreams cheer as one. In the collective passion, we see the true purpose of colour = connection. We have multiple interesting integrations that will make this the most “Colourful” association with Cricket.” 

BCCI spokesperson, Devajit Saikia added, “We are delighted to welcome Asian Paints as the Official Colour Partner of India Cricket. Asian Paints’ legacy of adding colour and emotion to people’s lives perfectly complements the spirit of Indian cricket. Together, we look forward to creating memorable experiences for fans across the country.”

The association aims to strengthen the paint brand's association with cricket through a series of engaging on-ground and digital activations, from stadium experiences to fan engagement campaigns, all designed to celebrate India’s cricketing fervour, such as a fan cam called ‘The Asian Paints Colour Cam’ celebrating the ‘most colourful fans.' In addition, the brand will have a ‘colour countdown’, bringing viewers ‘colour and home décor trends.’ The brand will also integrate the association across media, dealer, and consumer touchpoints, making cricket a new platform to strengthen its emotional bond with consumers.