Mumbai: Paints company JSW Paints which is a part of the US$23 billion JSW Group, has unveiled a digital-first campaign to celebrate crickets’ colourful spirit resonating across the country. One of the elements of the new campaign is the anthem, ‘Rangon Ka Khel Hai’, created to celebrate the unifying sentiment which is intrinsic to the game of cricket. The anthem, inspired by JSW Paints’ colour range, looks to add a refreshing touch to every space, embodying the spirit of togetherness and celebration explains the company.
JSW Paints has partnered with six teams across the Indian Premier League (IPL) and Women’s Premier League (WPL) franchisee. This the company added is one of its biggest brand associations and includes partnership with six teams. They include the Shahrukh Khan co-owned Kolkata Knight Riders, Chennai Super Kings, Gujarat Giants, UP Warriorz, and the JSW Group’s co-owned Delhi Capitals during the current editions of WPL and IPL.
AS Sundaresan, Joint MD, CEO JSW Paints said, “Cricket is a sport that’s the heartbeat of India; it’s a way of life, a celebration of colours. By partnering with renowned teams in both the IPL and WPL, we not only expand our brand presence but also wish to be integral to the sport’s legacy. The JSW Paints anthem is our tribute to the way colours come together to make Cricket Spectacular – Rango ka Khel hai, Rangon ka Mel hai.”
Govind Pandey CEO, TBWA\India said, “The Anthem celebrates the unity in passion and love for the game of cricket in the diversity of the colours of fans and players of IPL and WPL. All colours are equal. Yet another beautiful thought from JSW Paints.”
“Our anthem’s lyrics encapsulate the kaleidoscopic spirit of cricket, mirroring the vibrant range of JSW Paints. Just as cricket brings together players and fans of different teams, each having their unique colours, our diverse range of colours unites homes across India, infusing them with vibrancy and life. It’s a beautiful synergy that reflects the essence of both cricket and JSW Paints.” Russell Barrett, CCExpO, TBWA\India.
