Mumbai: Sony Sports Network, the official broadcaster of the Asia Cup 2025, has unveiled its latest campaign #RagRagMeinBharat, an emotional, power-packed tribute to the unifying power of cricket. Fronted by cricket legend Virender Sehwag, the campaign film celebrates how the game transcends barriers of age, religion, geography, and background to bring the nation together.
The centrepiece of the campaign is a stirring film that captures the anticipation and passion of fans during an India vs Pakistan clash, culminating in a victory that unites 140 crore hearts in celebration. Sehwag’s presence reinforces the message: “When it comes to India, 140 crore hearts beat as one.”
The Asia Cup 2025, featuring eight teams in a T20I format, will be played in Dubai and Abu Dhabi from 9th to 28th September and broadcast live on Sony Sports Network and Sony LIV.
Rajesh Kaul, Chief Revenue Officer – Distribution & 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.”
Virender Sehwag, Cricket Icon & Former Team India batter, added, “One of my fondest memories of the Asia Cup is walking into the dressing room on match days and feeling the buzz even before stepping onto the field. You could hear the chants outside, feel the energy in every corner. I remember telling my teammates – today we won’t just play a match, we’ll give the fans a day they’ll never forget. That electrifying energy and that unity, is exactly what this campaign by Sony Sports Network is about. It captures how, in those moments, every cheer, every clap, and every heartbeat across the country beats for India.”
The campaign will run across TV, Sony LIV, and social media in Hindi, Tamil, and Telugu, setting the stage for Asia’s most anticipated cricketing showdown.
