Asian Paints has joined hands with the Board of Control for Cricket in India (BCCI) as the official colour partner for the next three years, in a deal valued at around Rs 45 crore. The partnership will cover men’s, women’s, and domestic cricket across more than 110 matches. With this, Asian Paints joins the ranks of BCCI’s other official sponsors, including Campa (Rs 48 crore), Atomberg (Rs 41 crore), and SBI Life (Rs 47 crore).
The announcement comes shortly after BCCI secured a jersey sponsorship deal with Apollo Tyres following the exit of Dream11.
Amit Syngle, Managing Director and CEO of Asian Paints, said the partnership “offers a way to reach every Indian home, aligning perfectly with the brand’s positioning.” Asian Paints plans a mix of on-ground and digital activations, including stadium experiences, fan engagement campaigns, and a fan camera celebrating the most colourful cricket fans. The company will also introduce a “colour countdown” during cricket events, showcasing colour trends and home décor ideas.
“Colour is about emotions and storytelling. This association with cricket will help us connect deeply with fans and extend our brand presence beyond traditional advertising,” Syngle added.
Syngle described cricket as a platform with “infinite ROI possibilities,” noting that the partnership is a long-term strategic move aimed at year-round fan engagement. Asian Paints is also exploring collaborations with major events such as the Indian Premier League and Women’s Premier League.
As India’s largest paint company, Asian Paints’ market share fell from 59% to 52% in the last fiscal. The company spent over Rs 1,300 crore on marketing and advertising in FY25 and has increased ad spending in the first half of the current fiscal, although exact figures remain undisclosed. Brand building and high-impact media properties remain the core focus, with the company also sponsoring the 2025 season of Kaun Banega Crorepati.
