Cricket Gets a Splash of Color: Asian Paints Partners with BCCI

Indian cricket is set to become more vibrant with the announcement of Asian Paints as its ‘Official Colour Partner’ for a duration of three years. The Board of Control for Cricket in India (BCCI) has inked this deal, which will cover approximately 110 home matches, encompassing international fixtures for both male and female cricketers, as well as domestic competitions. This significant sponsorship is reportedly valued at INR 45 crore for the entire three-year period. Asian Paints is the latest corporate giant to invest in Indian cricket, joining the ranks of Campa, SBI, IDFC Bank, and Atomberg as official sponsors. This follows the recent confirmation of Apollo Tyres as the principal jersey sponsor. The brand views this association as a natural extension of its philosophy, believing that color plays a crucial role in how people express themselves. Asian Paints aims to connect with fans on a deeper level through innovative activations, including spotlighting the most enthusiastic supporters with the ‘Colour Cam’ and linking cricket fever with home design through the ‘Colour Countdown’ feature. This partnership is poised to create a more colorful and engaging experience for cricket enthusiasts across the nation.