‘Brand wanted to tap into India’s passion’: Asian Paints signs three-year deal with BCCI

New Delhi: Asian Paints has entered a three-year partnership with the Board of Control for Cricket in India (BCCI) to become the Official Colour Partner of Indian cricket. The deal will cover over 110 matches across men’s, women’s, and domestic cricket played in India, marking the brand’s largest engagement with the sport to date.

The association reflects Asian Paints’ strategy to connect with cricket fans across the country while extending its identity as a leader in colour and home décor into India’s most popular sport. Through this partnership, the company plans to engage fans both on the ground at stadiums and through digital initiatives.

Syngle outlined several initiatives that will accompany the partnership. These include stadium activations, fan engagement campaigns and digital experiences. 

The partnership is designed to integrate across media, dealer networks, and consumer touchpoints, providing Asian Paints with a new platform to strengthen its connection with millions of Indians. The brand has been a household name for more than eight decades and aims to leverage cricket’s popularity to extend its emotional bond with fans.