The Board of Control for Cricket in India (BCCI) has brought Asian Paints on board as an official partner throwing in around ₹45 crore for the three year deal. To the amazement of many, Asian Paints has been appointed as the official Colour Partner for Indian cricket.
Asian Paints is a major player among other sponsors like Campa and SBI Life. The agreement is for a period of three years, starting from 2025, and covering all bilateral men’s and women’s cricket in India.
What is the new Colour Cam and Colour Countdown feature?
Another exhilarating aspect of the deal is the introduction of new fan engagement features. The “Colour Cam” is one of the key ideas that will definitely be worth a try. This tool will identify the most colourful supporters in the audience and switch their images on the big screen.
“Colour Countdown” is yet another feature which will capture the audience in the counting down of the important match moments.
Asian Paints CEO opens up on the collaboration
Amit Syngle, the CEO and managing director of Asian Paints, shared the brand’s rationale.
He said the brand went with an emotional theme rather than traditional advertising.
Synge, the CEO, said:
“Our partnership with BCCI is the beginning of an exciting new chapter where we bring the world of colour to the very centre of the game that India loves most. As the official Colour Partner, we cannot wait to interact with the fans and customers in profound ways, toasting the liveliness and vibrance of cricket.”
Syngle made it clear that the company was after a very unique association.
BCCI’s representative Devajit Saikia was very enthusiastic about the collaboration. “We are really happy to have Asian Paints as the official Colour Partner of the Indian cricket team. The Indian cricket team’s vibe is in perfect sync with Asian Paints’ tradition of bringing colour and feeling to people’s lives.”
The company has also partnered with IPL, but this association is completely independent. Furthermore, it does not grant the company the authority to use players’ photographs. A 360-degree strategy covering social media will back the activation.