Mumbai: Asian Paints has unveiled the Asian Paints Rang De India (Cricket Anthem), a high-energy musical tribute celebrating the colours, emotions and unity that cricket brings into Indian homes.
Cricket in India transcends sport—it is an emotion that binds 1.4 billion hearts. From living rooms turning into mini stadiums to balconies echoing with chants, the game transforms everyday spaces into arenas of hope, pride and celebration. Capturing this collective spirit, the anthem reflects the joy, tension, belief and passion that unite generations of fans across regions, languages and traditions.
Building on its strategic partnership with the Board of Control for Cricket in India (BCCI) as the Official Colour Partner of India Home Cricket, Asian Paints continues to deepen its association with the sport through fan-first, colour-led initiatives. Rooted in the philosophy that colour is an expression of emotion, the Cricket Anthem elevates this belief into a cultural rallying call.
The anthem’s hook line, “Rang De – Mohe Jeet Ke Rang Mein Rang De,” brings together the emotions of cricket, colour and celebration. Designed to mirror the emotional rollercoaster of match days, the peppy, high-energy track is composed by Filmfare Award-winning musician Sameer Uddin and voiced by celebrated artists Sunidhi Chauhan and Vishal Dadlani. Their dynamic performance infuses the song with both scale and familiarity, making it a natural soundtrack for watch parties and cricket gatherings across the country.
The accompanying campaign film unfolds on a grand canvas, portraying rituals and moments that define India’s cricket fandom. Created in collaboration with creative agency Kinnect, the campaign moves beyond a traditional sports association to become a broader cultural expression designed to resonate within homes and communities nationwide.
Speaking about the campaign, Amit Syngle, Managing Director & 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, 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.”
With Rang De India, Asian Paints blends music, sport and emotion to reinforce its positioning as a brand that colours not just walls, but the moods, memories and defining moments of Indian life.
