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BCCI, Asian Paints ink 3-year deal featuring Colour Cam, Colour Countdown

Soumyajit Dutta

BCCI and Asian Paints announce collab [Source: @BCCI/X.com]BCCI and Asian Paints announce collab [Source: @BCCI/X.com]

The Board of Control for Cricket in India (BCCI) has added Asian Paints as an official partner and the three-year deal is valued at approximately ₹45 crore. Notably, Asian Paints becomes the official Colour Partner for Indian cricket. 

It joins other sponsors like Campa and SBI Life. The association covers all bilateral men’s and women’s matches in India until March 2028.

What is the new Colour Cam and Colour Countdown feature?

What is more interesting is that the collaboration will introduce new fan engagement features. A key initiative is the "Colour Cam". This device will scan the stadium crowd for the most colourful fans and display them on screen. 

Another feature is the "Colour Countdown" which will involve the audience in counting down to key match moments.

Asian Paints CEO opens up on the collaboration

Amit Syngle, the CEO and managing director of Asian Paints, explained the strategy. He said the brand opted for an emotional property over traditional ads. 

“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. As the official Colour Partner, we look forward to engaging with fans and customers in meaningful ways, celebrating the spirit and energy of cricket,” said Syngle.

Syngle emphasised that the brand wanted a distinctive connection. 

“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. As the official Colour Partner, we look forward to engaging with fans and customers in meaningful ways, celebrating the spirit and energy of cricket,” Syngle said. 

BCCI spokesperson Devajit Saikia welcomed the partnership. “We are delighted to welcome Asian Paints as the official Colour Partner of India Cricket. Asian Paints’ legacy of adding colour and emotion to people’s lives perfectly complements the spirit of Indian cricket."

This association is separate from Asian Paints' IPL engagements. It also does not include the rights to use cricketers' images. The activation will be supported by a 360-degree strategy across social media.