Sony Sports Network, the official broadcaster of the Asia Cup 2025, has rolled out a campaign, "Rag Rag Mein Bharat" (India in every vein), to spotlight cricket’s unifying power, transcending age, religion, geography, and background.

The campaign comprises an ad film.

It brings to life the idea of how cricket becomes a thread that binds the entire nation together. The narrative unfolds in a small-town home where people from all walks of life across religions, regions, genders, and generations gather to witness the final ball of an India vs Pakistan match. The collective anticipation is reflected in the silent prayers of Tabrez Miyaan, whose faith mirrors the emotional investment of millions of Indians. As Surya seals victory with a match-winning six, the atmosphere erupts, the beats of the dhol and the unfurling of the tricolour transform the courtyard into a symbol of unbreakable national unity. Sehwag’s warm and proud acknowledgement of the moment reinforces the film’s core message: "When it comes to India, 140 crore hearts beat as one".

What we think about it: While the film aims for emotion, it leans heavily on familiar tropes of India-Pakistan rivalry and predictable symbolism like local beats used and the tricolour, making it feel formulaic. The sentiment is powerful, but the storytelling doesn't push beyond cliches we've already seen in countless cricket ads.

Rajesh Kaul, chief revenue officer - distribution and International business and head - sports business, Sony Pictures Networks India, 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."