Asian Paints Illuminates Mumbai’s Sea Link to celebrate BCCI partnership

Asian Paints celebrated its new role as the Official Colour Partner of the Board of Control for Cricket in India (BCCI) by illuminating Mumbai’s Bandra-Worli Sea Link. The activation marked a first for the paints and décor category, and was aimed at showcasing India’s passion for cricket and the power of colour in a city-wide spectacle.

The Sea Link, one of Mumbai’s most iconic structures, was transformed into a canvas showcasing hues from Asian Paints’ palette of over 5,300 shades. The sequence of shifting colours symbolized the vibrancy, emotion, and energy that cricket is known for in a visually striking manner.

“Colour is emotion, movement, and connection, just like cricket in India. By illuminating the Sea Link, we wanted to create a bold, public celebration of our partnership with BCCI,” said a spokesperson from Asian Paints.

The paint and décor brand's three-year partnership with BCCI will cover all Men’s, Women’s, and Domestic series played in India, spanning over 110 matches. This association strengthens Asian Paints’ association with cricket uniting 1.4 billion hearts in every colour of cricket.

Speaking on the partnership, Amit Syngle, managing director and CEO of Asian Paints Ltd, said, “Cricket unites a billion hearts, and we are thrilled to partner with the BCCI on a platform that makes that spirit come alive. At Asian Paints, we have always believed in the power of colour to shape how people live, feel, and express themselves and this association strengthens that belief. 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 and adding more vibrancy and joy to every moment of the game.”

BCCI spokesperson, Devajit Saikia added, “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. Together, we look forward to creating memorable experiences for fans across the country.”

Asian Paints’ partnership will come alive through a series of on-ground and digital activations, from stadium experiences to fan engagement campaigns. This includes the 'The Asian Paints Colour Cam' fam cam celebrating the 'most colourful fans' that is expected to build a lot of engagement. Additionally, the brand will have a 'Colour Countdown', bringing viewers ‘Colour and Home Décor trends’ that find their way into fans’ hearts and homes. It will also integrate the association across media, dealer, and consumer touchpoints, making cricket a platform to strengthen its emotional bond with millions of Indians.