New Delhi: Asian Paints, India’s largest paint and décor company, has launched a suite of colour-themed fan-engagement initiatives following its recent three-year agreement with Asian Paints, India’s largest paint and décor company, has launched a suite of colour-themed fan-engagement initiatives following its recent three-year agreement with the BCCI to become the “Official Colour Partner” of Indian home cricket.the BCCI to become the “Official Colour Partner” of Indian home cricket.
Colour takes centre-stage in cricket
Under the partnership, Asian Paints introduced two flagship integrations during the ongoing India vs South Africa home series — Asian Paints Colour Countdown and Asian Paints ColourCam.
Colour Countdown: Broadcast across all match-telecast feeds, this segment blends décor inspiration and trending colour palettes, offering viewers ideas and décor-driven content along with match coverage.
ColourCam: This “fan-cam” spotlights the most colourfully dressed or decorated fans in stadiums — from painted faces and creative outfits to tricolour-inspired cheers — celebrating them for their visual exuberance.
According to Asian Paints, the activations are meant to infuse greater vibrancy, emotion and fan-driven energy into match-day ambience — both inside stadiums and in living rooms across India.
Strategy: Colour as emotional connection, not just advertisement
Rather than opting for traditional cricket sponsorship assets such as jersey branding or perimeter ads, Asian Paints has chosen “colour” — the core of its identity — as the anchor of its partnership strategy.
As per the company’s leadership, this approach aligns with its long-term brand philosophy of “Har Ghar Kuch Kehta Hai” — aiming to become part of Indian homes, emotionally connecting through colour, décor and design.
The tie-up — covering all men’s, women’s and domestic home series for the next three years (over 110 matches) — gives Asian Paints access to cricket’s unmatched reach across geographies, generations and demographics.
What this could mean for brand visibility and consumer engagement
The ColourCam and Colour Countdown innovations allow Asian Paints to convert casual viewers into active brand participants — encouraging fans to express themselves through colour in ways that connect living-spaces, home décor and sport.
By bringing décor inspiration and colour trends to cricket broadcasts, Asian Paints may find a novel way to stimulate demand among homeowners, DIY decorators, and those inspired by cricket-fueled emotions, especially during matches.
The emphasis on “colour as emotion” rather than a mere logo or advertisement may deepen brand recall over time — making Asian Paints more likely to be top-of-mind when consumers plan home-painting or décor projects.
What to watch next
With the BCCI partnership now active, the real test will be whether Asian Paints can sustain fan engagement beyond match-days, and effectively convert the emotional connect into consumer action — increased demand for its range of paints, décor products and home-improvement solutions.
How other paint and décor players respond — either by emulating colour-led sponsorships or doubling down on traditional advertising and activation — will also determine whether this marks a new playbook for the segment.