Mumbai: Asian Paints, a household name in India’s paint and décor industry, has expanded its iconic cricket campaign with a fresh tribute titled Meri Wali Blue. The new initiative honors the rising prominence of India’s women cricketers and the families who passionately support them, underscoring the brand’s deep connection with Indian cricket culture.
The campaign film highlights the journey of a blue jersey—from the tailor’s careful stitching to drying on a balcony and finally displayed at a shop—where a young girl proudly identifies it as “Meri wali blue,” featuring Indian team captain Harmanpreet Kaur’s number. This evocative storytelling reinforces the campaign’s message that the true spirit of cricket lives within Indian homes, celebrated by fans across the country.
Asian Paints’ ongoing association with cricket has been notable, including innovative on-ground integrations during key cricket series such as India vs England at Old Trafford and the Asia Cup. These efforts have positioned the brand as a pioneer in the paints and décor space, leveraging cricket as a powerful cultural connector. The #HarGharBlue TV Contest further engaged fans by inviting them to share selfies supporting Team India, amplifying the campaign’s reach.
Amit Syngle, MD & CEO, Asian Paints Ltd., emphasized the campaign’s significance,
“Cricket in India is more than just a game. It’s a part of everyday life, something that brings families, friends and neighbours together. At Asian Paints, we have been privileged to capture this sentiment through our campaigns. With Meri Wali Blue, we are proud to extend that spirit to India’s women cricketers, who are inspiring millions with their talent, grit, and determination. This film is our tribute to them, and to every home in the country that will be cheering for them. As the love for women’s cricket grows, it marks not just a sporting milestone, but a moment for all of us to come together and celebrate what the game truly means.”
Rohan Mehta, CEO of FCB Kinnect, shared the creative perspective, “There’s something powerful about building on an idea that has shaped culture and giving it fresh relevance for today. What makes ‘Meri Wali Blue’ powerful is that with just a single word, it carries hope, determination, and belief for generations of women athletes to come.”
Yogesh Mani Pradhan, Group Executive Creative Director, FCB Kinnect, added, “Indian cricket is as much about the viewers at home as the players on the field. ‘Meri Wali Blue’ transforms the nostalgia of a legacy ad, into a rallying cry for today, celebrating the women who are shaping India’s cricketing story. It’s the kind of simplicity that moves culture forward.”
Conceptualized by FCB Kinnect and produced by Good Morning Films, the campaign is a heartfelt ode to India’s evergreen cricket fandom and its evolving embrace of women’s cricket, combining tradition with contemporary spirit.
Watch the film here:
