Asian Paints has partnered with the Board of Control for Cricket in India (BCCI), becoming the official ‘colour partner’ for Indian cricket for the next three years in a deal valued at roughly Rs 45 crore. The association will cover men’s, women’s and domestic cricket in India, across over 110 matches. With this, Asian Paints joins brands such as Campa (Rs 48 crore deal), Atomberg (Rs 41 crore deal) and SBI Life (Rs 47 crore) in the cricket board’s official sponsorship partners, as per reports.
This announcement also follows closely on the back of BCCI’s recent jersey sponsorship announcement with Apollo Tyres, after the exit of Dream11.
What did Amit Syngle say?
Announcing the new partnership, Amit Syngle, managing director & CEO at Asian Paints, said, “Cricket unites a billion hearts, and this association gives us an opportunity to reach every Indian home and fits our whole brand positioning well.”
The brand will roll out a series of engaging on-ground and digital activations, from stadium experiences to fan engagement campaigns. This includes a fan camera that celebrates the most colourful Indian cricket fans. The paints company will also introduce a ‘colour countdown’ during cricket events, offering viewers colour and home décor trends.
“Ultimately colour is about emotions and storytelling. Our association with cricket will help deepen our engagement with fans, while also expanding the brand’s presence beyond traditional marketing,” said Syngle.
Why Cricket?
Describing cricket as a platform with “infinite ROI possibilities”, Syngle added that the association is not a one-off move but rather a strategic decision to strengthen fan engagement all year round. The brand is also considering expanding its association with tentpole properties like the Indian Premier League and the Women’s Premier League.
Asian Paints is India’s largest player in the paint category though its market share dropped from 59% to 52% in the last fiscal.
Having spent over Rs 1,300 crore in FY25 on marketing and advertising, Asian Paints has also increased its ad spending in the first half of this fiscal, but it hasn’t made exact figures public. Syngle added that the key focus is on brand building and high-impact media properties. It was also a key sponsor for the 2025 season of Kaun Banega Crorepati.