Asian Paints has taken a bold and innovative leap into the world of sports marketing by officially entering into a three-year collaboration with the Board of Control for Cricket in India (BCCI). But unlike the conventional jersey, helmet, or pitch sponsorships that dominate cricket advertising, the brand has crafted a truly distinctive identity for itself—becoming the official Colour Sponsor of Indian cricket. At the centre of this strategic move lies a completely new intellectual property (IP) titled the “Colour Cam”, a concept designed to transform how fans engage with cricket broadcasts and in-stadium experiences.
The “Colour Cam” is a uniquely designed camera feature that scans the stadium to spot the most colourful, vibrant audience members and cast them live on the screen. In spirit, it might remind audiences of the Kiss Cam that is popular in Western sports, but the intention behind it is completely different. Here, fans aren’t required to perform stunts, gestures, or gimmicks. Instead, they can simply choose to express themselves—through their outfits, colours, emotions, or overall vibe. The feature is rooted in a simple but powerful idea: celebrating the joyful flamboyance that Indian spectators bring to every cricket match. By shifting focus to fans in the stands and giving them screen space, Asian Paints aims to highlight how colour expresses personality, passion, and emotion—values deeply embedded in the brand’s identity.
Alongside the Colour Cam, Asian Paints is preparing to introduce another interactive innovation called the “Colour Countdown.” This engagement-led feature will invite fans to participate actively during key game moments. For instance, during decisive countdowns such as those associated with “The Stop Clock”—a relatively new time-saving regulation in cricket that penalises a bowling side if it delays the start of the next over—the Colour Countdown will enable stadium audiences to synchronise excitement with Asian Paints’ Pantone. The aim is to heighten anticipation, rally spectators, and create a vibrant, colour-infused synergy between the brand and live match dynamics.
In an official statement, Amit Syngle, the CEO and Managing Director of Asian Paints, described the new collaboration not just as a sponsorship but as a carefully crafted emotional property. According to him, many brands today look at jersey, pitch, or helmet sponsorships as a “passage” to mass visibility. But Asian Paints wanted something more intimate—something distinguishable yet authentic. Instead of occupying traditional ad slots or simply being present alongside players on their gear, Asian Paints sought to build a memorable emotional association with the Indian cricket fanbase by putting people at the forefront.
“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,” Syngle said. As the official Colour Partner, he emphasised the brand’s intention to engage with fans in meaningful ways that extend beyond mere logo placements. By giving the audience their moment in the spotlight and making their colourful expressions a part of the viewing experience, the brand hopes to infuse cricket telecasts with joy, vibrancy, and human connection.
From a broader branding perspective, this approach allows Asian Paints to claim a far richer visual territory than what typical sports associations allow. Usually, brands depend on elements like the team’s jersey colour or stadium branding to gain recognition. But the Colour Cam opens up a much larger canvas—literally every fan in the stadium becomes a potential brand touchpoint, with no limitations of geography or design. It also positions Asian Paints as a brand that brings colour into people’s lives not just through walls and décor, but through shared moments of celebration, energy, and emotion.
This Colour Cam property, Syngle noted, is the first such IP created by any company within the paint, waterproofing, and home décor industry. It will appear across all Indian cricket matches—men’s and women’s formats alike—though excluding the IPL, which Asian Paints remains associated with separately through team sponsorships such as Kolkata Knight Riders and various broadcast tie-ups. This ensures that the brand’s presence in Indian cricket is holistic, varied, and strategically segmented across different cricketing platforms.
To amplify this new property, Asian Paints plans to complement the live broadcast presence with a 360-degree activation strategy. This includes extensions across social media, digital content collaborations, and community-led moments featuring fan celebrations. The idea is not just to capture colourful fans on screen, but to extend the impact of these moments across platforms, enabling wider digital participation. As Syngle remarked, the brand has “multiple interesting integrations” lined up to ensure that this becomes “the most colourful association with cricket.”
An important clarification made during the announcement was that while Asian Paints has a separate endorsement relationship with Virat Kohli for its New Bharat Latex Paint range, the Colour Cam partnership does not offer access to other cricketers. The deal is structured exclusively around the property, not individual athlete endorsements.
BCCI spokesperson Devajit Saikia welcomed the brand warmly, stating, “Asian Paints’ legacy of adding colour and emotion to people’s lives perfectly complements the spirit of Indian cricket.” He also expressed optimism that this collaboration will help create memorable and engaging fan experiences across the country.
This innovative shift into experiential and tech-enabled fan engagement is not new for Asian Paints. The brand has consistently blended technology with emotion in several of its recent campaigns. In Diwali 2023, the Mera Wala Mood campaign used a face-scanning microsite that connected a user’s mood with a personalised colour palette, poem, and short film—highlighting how home colours can represent personal feelings. Similarly, in late 2025, the brand launched Har Ghar Jeetega, an extension of its long-running Har Ghar Kuch Kehta Hai narrative. This cricket-themed campaign celebrated India's victories by linking national pride to the emotional resonance of home spaces. It also carried forward Asian Paints’ #HarGharBlue initiative, which honoured the spirit of cricket and the “Women in Blue.”
In many ways, the Colour Cam feels like a natural evolution of Asian Paints’ marketing philosophy: technology meets emotion, colour meets culture, and brand storytelling meets national passion.
Cricket in India is not just a sport—it is a collective heartbeat. And Asian Paints, with its deep legacy of adding colour to Indian homes and festivals, is now stepping onto the pitch to add colour to cricketing joy as well. The Colour Cam is more than a sponsorship gimmick; it is a fresh, innovative, and human-centric approach to celebrating fandom. Whether it’s a fan dressed head-to-toe in neon, a family wearing coordinated jerseys, or a child waving a handmade tricolour poster, the camera will find them—and in that moment, Asian Paints will help them shine.
As viewers begin to witness this new property on their screens, it marks the beginning of a colourful new era where brand engagement is no longer confined to logos, placements, or ad spots—but lives and breathes among the people who bring the game to life.
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