Asian Paints releases cricket anthem featuring Sunidhi Chauhan and Vishal Dadlani

New Delhi: Asian Paints has launched a cricket-themed anthem titled Rang De India, as part of its ongoing association with Indian cricket.

The campaign builds on the company’s partnership with the Board of Control for Cricket in India (BCCI), where Asian Paints serves as the Official Colour Partner of India Home Cricket. The anthem seeks to connect cricket fandom with the brand’s positioning around colour and emotion.

The track has been composed by Filmfare Award-winning musician Sameer Uddin and features vocals by Sunidhi Chauhan and Vishal Dadlani. The hook line, “Rang De – Mohe Jeet Ke Rang Mein Rang De”, anchors the song’s theme.

According to the company, the anthem reflects the atmosphere surrounding cricket in India, from match-day gatherings in homes to street-level celebrations, and seeks to portray cricket as a shared national experience.

The accompanying film depicts scenes of fans across different regions and age groups, illustrating how cricket forms part of everyday life. The campaign has been created in collaboration with creative agency Kinnect.

Commenting on the initiative, Amit Syngle, Managing Director & CEO, Asian Paints, said,
“Cricket has a rare and powerful ability to unite India transcending regions, generations, and everyday routines to create moments of shared pride and belief. The quiet anticipation of a close finish, the eruption of cheers, the unbridled celebrations are profound moments that unfold inside and outside of homes alongside those we hold closest. 

At Asian Paints, we have always believed that colour goes far beyond aesthetics; it is an expression of emotion and a force that shapes how people experience life. As pioneers in colour, we continue to explore how colour can bring to life feelings that are often beyond words. This anthem is our tribute to the emotions cricket ignites in millions of Indian homes, drawing the nation together, one lyric, one colour, one cheer, one heartbeat at a time.”

Neville Shah, CCO, Kinnect, added, “For Asian Paints, colour has never been decorative. It’s expressive. As the Colour Partner of India Home Cricket, creating an anthem felt instinctive. It was our way of entering Indian living rooms this cricket season, not as a brand speaking, but as one celebrating the surge of emotion the game brings with it.”