Asian Paints Secures Three-Year Partnership with BCCI as Official Colour Partner of Indian Cricket

Asian Paints has joined hands with the BCCI, becoming the official colour partner for Indian cricket in a three-year deal worth around Rs 45 crore. The partnership will span men’s, women’s, and domestic cricket, including more than 110 matches, allowing the brand to connect with fans across India.

Asian Paints Signs Three-Year BCCI Deal

In a strategic move to strengthen its brand presence, Asian Paints has partnered with the Board of Control for Cricket in India (BCCI). The agreement, valued at roughly Rs 45 crore, designates Asian Paints as the official colour partner for Indian cricket for the next three years.

The partnership covers all men’s, women’s, and domestic cricket matches in India, encompassing over 110 games. Asian Paints joins the ranks of BCCI’s official sponsorship partners, including Campa (Rs 48 crore), Atomberg (Rs 41 crore), and SBI Life (Rs 47 crore), signaling its growing investment in cricket marketing.

The deal also comes shortly after the BCCI’s jersey sponsorship announcement with Apollo Tyres, following Dream11’s exit.

Amit Syngle on the Partnership

Amit Syngle, Managing Director & CEO of Asian Paints, highlighted the significance of cricket in India, stating:

“Cricket unites a billion hearts, and this association gives us an opportunity to reach every Indian home and fits our whole brand positioning well.”

Syngle emphasized that the brand aims to leverage cricket to enhance fan engagement and create innovative marketing campaigns.

Planned Engagement and Activations

Asian Paints is set to roll out a series of on-ground and digital initiatives, including:

• Stadium experiences for fans

• Interactive fan engagement campaigns

• A fan camera initiative celebrating the most colourful cricket supporters

• Introduction of a ‘colour countdown’ during matches, highlighting home décor and colour trends

Syngle noted that colour is tied to emotions and storytelling, and the partnership with cricket will help deepen fan connections while expanding the brand’s visibility beyond traditional advertising.

Why Cricket?

Describing cricket as a platform with “infinite ROI possibilities”, Syngle stated that this move is strategic rather than one-off, aiming for year-round fan engagement. The brand is also exploring partnerships with major cricket properties like the Indian Premier League (IPL) and the Women’s Premier League (WPL).

Cricket’s reach and emotional resonance in India provide an ideal platform for Asian Paints to engage diverse audiences and integrate brand experiences with fan enthusiasm.

Asian Paints Market Position and Marketing Strategy

Asian Paints continues to be India’s largest paint manufacturer, although its market share dropped from 59% to 52% in the last fiscal year.

The company spent over Rs 1,300 crore on marketing and advertising in FY25, and has increased ad expenditure in the first half of the current fiscal, focusing on brand building and high-impact media properties.

Syngle also highlighted that Asian Paints was a key sponsor for the 2025 season of Kaun Banega Crorepati, demonstrating its interest in mass-reach, engagement-driven campaigns beyond traditional product promotion.

Conclusion

The three-year Asian Paints–BCCI partnership positions the company as the official colour partner for Indian cricket, spanning men’s, women’s, and domestic competitions. Through stadium activations, digital campaigns, and innovative fan engagement initiatives, Asian Paints aims to strengthen its brand presence, connect emotionally with fans, and leverage cricket’s mass appeal. This move reflects the company’s strategic marketing vision, combining storytelling, colour trends, and sport to maximize reach and engagement.