Asian Paints Launches Rang De India Anthem to Amplify Cricket Emotions at Home

Asian Paints has introduced a new cricket-season campaign built around a music-led property titled Rang De India. The initiative converts the brand’s long association with colour into a soundtrack for match-day emotion, extending its partnership with Board of Control for Cricket in India as the official colour partner of India home cricket.

The anthem attempts to capture how the sport occupies domestic life. Living rooms turn into viewing arenas, balconies echo with reactions and families experience the same tension in unison. Rather than focusing on players or statistics, the communication highlights rituals that unfold inside homes, placing fans at the centre of the narrative.

This direction aligns with Asian Paints’ broader positioning that colour is not only decorative but emotional. By mapping cricket’s highs and lows onto shades, chants and collective memory, the brand seeks to embed itself into moments of anticipation and celebration.

The hook line, “Rang De – Mohe Jeet Ke Rang Mein Rang De,” works as a bridge between victory, feeling and the company’s core proposition. The soundtrack is designed for repeat play during watch parties and gatherings, encouraging familiarity beyond a single advertising exposure.

To give the music scale, the composition comes from Sameer Uddin, with vocals by Sunidhi Chauhan and Vishal Dadlani. The casting aims to combine recognisable voices with stadium-like energy, increasing the chances that the track will travel across platforms and social settings.

Visually, the film builds a montage of shared behaviours: prayers, nervous silences, eruptions of joy and intergenerational bonding. Developed with creative partner Kinnect, the work attempts to move beyond logo presence toward cultural participation.

Amit Syngle, Managing Director and CEO of Asian Paints, said cricket has the power to connect people across divides and that the anthem is meant as a tribute to those moments. He reiterated the company’s long-held belief that colour helps shape how experiences are felt, suggesting that the track translates that philosophy into sound.

Neville Shah, Chief Creative Officer at Kinnect, framed the exercise as entering homes in the spirit of celebration rather than interruption. By aligning with emotional surges during games, the brand hopes to become part of memory-making rather than external commentary.

For marketers, the campaign illustrates how sponsorships are evolving from visibility deals into narrative territories. Owning a cultural expression such as an anthem can potentially outlast a tournament, especially if fans adopt it organically.

For consumers, the invitation is to recognise themselves in the scenes. Cricket becomes less about the field and more about shared presence with family and friends.

As live sport continues to command rare mass attention, brands are searching for ways to inhabit that attention meaningfully. With Rang De India, Asian Paints is attempting to translate pigment into participation.