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With rain forecast for majority of the fourth Test match, one could get several glimpses of the brandingAsian Paints has taken the rain pitch cover branding to showcase how it provides a shield against rain and helps in waterproofing.
The activation was conceptualised by FCB Kinnect and is being implemented during the ongoing India versus England Test at Old Trafford in Manchester.
With rain scheduled for days three, four and five of the Test match, the branding could come handy for Asian Paints.
Amit Syngle, MD and CEO, Asian Paints, said, “Cricket is deeply loved in India, and when rain interrupts a match, it creates a moment everyone talks about. As India’s leading waterproofing solutions brand, we leveraged this moment to demonstrate our expertise where it truly counts. By integration on the cricket rain pitch cover, we reinforced our promise of protection in the most impactful way.”
Rohan Mehta, CEO, FCB Kinnect, added, “Brand leaders lead conversations, rather than join them. We saw the rain interruption and turned it into a moment of brand truth, and it became a real-time demonstration of the brand's promise. At FCB Kinnect, this is the kind of creative integration we thrive on - culturally resonant and undeniably effective.”
Neville Shah, CCO, FCB Kinnect, said, “Rain is truly frustrating when it comes to cricket. Covering the pitch to keep it dry, has always been a part of the sport. Spotting the media opportunity with a seamless connection to our core proposition is what makes the idea truly stand out. It’s not just any sponsorship. It’s relevant.”
