Asian Paints has entered a three year collaboration with the Board of Control for Cricket in India but with a twist. Instead of chasing jersey or helmet real estate, the brand has signed on as the official Colour Partner of Indian cricket and introduced a new fan facing property called Colour Cam.
Colour Cam is a stadium camera feed that scans the stands for the most colourful fans and features them on screen for both live and digital audiences. Unlike western style kiss cams, there is no expected performance. Fans can simply emote, react and enjoy the attention.
Managing director and chief executive Amit Syngle said Asian Paints consciously chose to create an all encompassing emotional property rather than rely on conventional logo placements. While jerseys, helmets and pitch markings have become standard routes for mass appeal, the brand wanted a more intimate and distinctive way to connect with fans.
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He said the partnership is about bringing the world of colour into the heart of the game India loves most and engaging fans in meaningful ways that celebrate the spirit and energy of cricket.
Viewers will start seeing Colour Cam activations across India matches immediately, covering both men and women fixtures but excluding the Indian Premier League where Asian Paints already has separate team and broadcast associations. Syngle believes the format will give the brand leverage over the entire visual canvas of the stadium rather than a single logo on a jersey.
The property is being positioned as the first of its kind IP by a company in the paint, waterproofing and home decor sector. It will be amplified through a three sixty degree activation plan, including social content and fan club engagement that extends the colourful moments beyond the live broadcast.
A BCCI spokesperson Devajit Saikia said the board is delighted to welcome Asian Paints as the official Colour Partner and noted that the brand legacy of adding colour and emotion to people lives aligns with the spirit of Indian cricket.
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Colour Cam builds on earlier tech infused initiatives from the brand, such as the Mera Wala Mood face scanning microsite during Diwali twenty twenty three and the Har Ghar Jeetega campaigns that tied cricket victories to pride in Indian homes. Together, these properties position Asian Paints as a marketer that blends emotion, technology and culture to keep its narrative fresh.
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