Asian Paints have been fashioned as the official colour partner of Team India by the Board of Control for Cricket in India (BCCI) in the next three years. The deal covering over 110 overseas and national engagements incorporates one of the most well-known consumer brands in India as a part of the board of commercial partners.
Asian Paints stands as one of the most established brands in the paint and décor industry, and Indian households widely recognise it as a trusted home brand. Cricket remains one of the country’s most popular spectator sports. The announcement comes ahead of two major ICC events in 2026—the Men’s and Women’s T20 World Cups. With this deal, Asian Paints joins Campa, SBI Life, Atomberg and other established partners in the BCCI ecosystem through an arrangement worth about INR 45 crore over three years.
Under this agreement, Asian Paints will launch a series of fan-centric activities aimed at combining the worlds of color, decor, and cricket. The company will introduce concepts such as ‘Colour Cam’, a stadium interaction platform that highlights the’most colourful supporters’, and ‘Colour Countdown’, which connects viewers with home decor trends during match broadcasts.
Together, we look forward to creating memorable experiences: Devajit Saikia
Amit Syngle, Asian Paints’ Managing Director and CEO, underlined the relationship between cricket and Indian households. He noted that the partnership is consistent with the brand’s vision of “Har Ghar,” introducing Asian Paints into everyday life.
“Cricket unites a billion hearts, and we are thrilled to partner with the BCCI on a platform that makes that spirit come alive. Our partnership with BCCI marks an exciting new chapter, one where we bring the world of colour into the heart of the game India loves most,” he said.
BCCI official Devajit Saikia agreed, noting that Asian Paints’ legacy is closely related to Indian cricket.
“Asian Paints’ legacy of adding colour and emotion to people’s lives perfectly complements the spirit of Indian cricket. Together, we look forward to creating memorable experiences for fans across the country,” said the BCCI secretary Devajit Saikia.
