Current Affairs - Business - Discussion

Asian Paints has signed a three-year partnership with the BCCI to become Team India’s official colour partner, covering 110 matches across men’s, women’s, and domestic cricket in India. The deal integrates the brand’s home décor identity with cricket through initiatives like the Asian Paints Colour Cam and Colour Countdown, enhancing fan engagement both digitally and on-ground. This collaboration highlights the trend of non-traditional sectors leveraging cricket’s massive fanbase to create emotional connections with audiences while strengthening brand visibility. Asian Paints joins other official partners, reflecting cricket’s significance as a marketing platform in India.