Asian Paints has rolled out a campaign, 'Rang De India' (colour of India), celebrating the spirit of togetherness across the country.

The brand is the Official Colour Partner for the Board of Control for Cricket in India (BCCI). 

Conceptualised by the in-house team along with Kinnect, the campaign consists of an ad film.

The film uses music to celebrate the colours, emotions and unity cricket brings into Indian homes, from living rooms turning into stadiums to balconies ringing with chants, capturing the joy and tension that bind fans across generations. Anchored in the belief that colour expresses emotion, the high-energy anthem composed by Sameer Uddin and voiced by Sunidhi Chauhan and Vishal Dadlani turns match-day rituals into a cultural rallying call, tying together cricket, colour and celebration at the heart of Asian Paints’ message.

What we think about it: Beautifully captures the emotional pulse of match days with an infectious anthem and relatable homegrown moments, making the brand’s colour philosophy feel culturally rooted rather than commercial. However, its reliance on familiar cricket tropes and montage storytelling leaves little room for a distinctive narrative, making the message of unity feel heartfelt but somewhat predictable.

Amit Syngle, managing director and CEO, Asian Paints, 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, and 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.”

Neville Shah, CCO, Kinnect, 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.”