Mumbai: In a unique fusion of sound, sport, and cultural celebration, BrandMusiq and Asian Paints have unveiled a vibrant new initiative titled #ColoursOfCricket, blending music with cricket fandom to give Indian fans a fresh way to express their love for the game.
The campaign rolls out high-energy, regionally-inspired musical cheers for cricket fans across India, incorporating local instrumentation, languages, and fan insights, while staying rooted in the Asian Paints sonic identity. From Mumbai’s bold beats and tutari to Punjab’s pulsating dhols and Karnataka’s Carnatic riffs, each anthem reflects the emotion and pride of regional cricket followers.
Rajeev Raja, Founder & Soundsmith, BrandMusiq, shared, “India’s relationship with cricket is emotional, but every region expresses that emotion differently. These aren’t just anthems, these are rallying cries — ‘musical jerseys’ for fans to wear with pride.”
The sonic campaign celebrates India’s diversity of cheer, bringing fans from Delhi, Kolkata, Gujarat, Bengaluru, Punjab, and Mumbai into the mix through customized anthems that resonate with each team’s cultural heartbeat.
Fans were invited to participate through a digital contest, using the anthems in creative ways to cheer on their teams via social media. This approach transformed casual spectators into passionate creators — amplifying reach and engagement across platforms.
The #ColoursOfCricket initiative is a shining example of how sonic branding can transcend a jingle—becoming an emotional connector that cuts through the clutter and resonates deeply with consumers.
Through this innovative campaign, BrandMusiq and Asian Paints have transformed cricket anthems into powerful tools of regional identity and fan engagement, proving once again that music, when used meaningfully, paints an unforgettable story.
