Asian Paints and Kinnect brings cricket to life with new musical anthem across India

In India, the game of cricket is celebrated with unfathomable fervour and delight. Every time Team India walks onto the pitch, the country rises as one – guarded by hope, drenched in pride, and alive with belief. It is this electric spirit of togetherness that Asian Paints brings alive with the launch of the Asian Paints Rang De India (Cricket Anthem), a powerful musical expression that celebrates the colours, emotions and unity that cricket breathes into every Indian home.

From living rooms transformed into stadiums to balconies reverberating with chants, from whispered prayers to thunderous celebrations, cricket weaves itself through India’s everyday life like a shared heartbeat. The anthem captures this nation‑wide phenomenon, distilling the joy, tension, pride and passion that bind generations of fans across regions, languages and traditions.

Asian Paints and cricket don’t just colour India’s walls and grounds; they colour its moods, its memories, and its moments. Together they form India’s largest emotional canvas & palette that unite 1.4 billion hearts.

Building on its strategic partnership with the Board of Control for Cricket in India (BCCI) as the Official Colour Partner of India Home Cricket, Asian Paints has consistently deepened its association with the game through colour‑led, fan‑first interventions. Rooted in the belief that colour is an expression of emotion, the Cricket Anthem elevates this philosophy into a cultural rallying call, one that echoes from homes to streets, gullies to grandstands, as India comes together to cheer for its team.

The hook like “Rang De – Mohe Jeet Ke Rang Mein Rang De” brings together this emotion of Cricket, Colour & Excitement celebrated by Asian Paints.

This high-energy, peppy anthem is designed to be felt as much as heard. Catchy, uplifting and charged with pride, the track mirrors the rhythm of match days, that are emotional rollercoasters. Composed by Filmfare Award-winning musician Sameer Uddin and brought to life by the dynamic voices of Sunidhi Chauhan and Vishal Dadlani, the anthem carries both scale and heart. Their raw energy makes the song instantly familiar, turning it into one, fans will hum during overs, play at watch parties, and come back to long after the final whistle making it a natural part of India’s cricket fandom.

The film accompanying the anthem unfolds on a larger‑than‑life canvas-rich with moments, rituals and memories that define the Indian cricket experience. Celebrating fans from every corner of the country, it reflects the many ways in which cricket lives in our lives, transcending geography, age and background. Created in collaboration with creative partner Kinnect, the campaign goes beyond a traditional sports association to become a cultural expression that’s designed to live on in the homes, hearts and collective spirit of India’s cricket fandom.

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, said: “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.”