MAM
Asian Paints colours cricket fever with a splash of stadium style
MUMBAI: If cricket is India’s favourite festival, Asian Paints just added the confetti. Stepping in as the official Colour partner of India Home Cricket, the brand has kicked off a season-long celebration of shades, style and stadium spirit with two splashy integrations, the Asian Paints ColourCam and Colour Countdown.
Introduced during the South Africa tour of India, the vibrant new features are designed to dial up fan engagement both inside the stadium and on living-room sofas across the country. And in classic Asian Paints fashion, the brand has done it with a playful twist that blends décor inspiration with cricket’s pulse-racing energy.
The Asian Paints Colour Countdown made its debut as matches began, popping up across all telecast feeds. Seamlessly mixing colour trends and décor cues with pre-match anticipation, the segment added a fresh, unexpected layer to the broadcast. Fans tuning in suddenly found their screens awash with inspiration turning cricket viewing into a lively, design-forward moment.
Inside stadiums, the Asian Paints ColourCam turned the spotlight on the country’s “most colourful fans”. From painted faces to tricolour streamers, flamboyant outfits to quirky DIY creations, the ColourCam celebrated supporters who turned up determined to out-do the rainbow. The result, instant crowd delight and a spirited celebration of India’s love for both cricket and creativity.
Together, these integrations mark the start of Asian Paints’ vibrant partnership with the BCCI, an association rooted in the belief that colour is more than decoration; it’s emotion, identity and connection. And few stages unite India as joyously as a cricket match.
As the season unfolds, the brand promises even more colourful interventions, moments designed to match the energy of a billion fans and the kaleidoscopic drama of the sport itself.
With Asian Paints on board, this cricket season isn’t just high-octane, it’s high-chroma.
Brands
Abhinav Rastogi named global marketing director for YouTube Shopping
Google veteran to scale creator commerce and expand shopping across global markets
SINGAPORE: Abhinav Rastogi has stepped into a new role as global marketing director for YouTube Shopping, marking the latest chapter in a more than decade-long career at Google.
Rastogi, who took on the position in February and is based in Singapore, will lead global marketing for YouTube Shopping, a platform designed to connect creators, viewers and merchants in a single ecosystem. His remit includes expanding the service into new markets and strengthening its positioning as a growth channel for both creators and brands.
In a reflective note on the transition, Rastogi pointed to a simple but powerful idea driving the role. For years, creators have quietly built trust with audiences through consistent and authentic content, and that trust often shapes purchasing decisions. What is changing now, he said, is the infrastructure around that behaviour. YouTube Shopping aims to make it easier for viewers to discover and buy products recommended by creators they already follow.
The scale is already significant. More than half a million creators have joined the programme, with recent expansion into Japan through a partnership with Rakuten signalling further global ambitions.
Rastogi believes the future of shopping on YouTube will be driven by a blend of creators, content and communities. In his view, it is the human voice behind the screen, not just the product, that ultimately builds trust and drives discovery.
Prior to this role, he served as director of marketing, YouTube Asia Pacific, where he led regional marketing across creator engagement, brand building and reputation. During that time, he played a key role in launching and scaling YouTube Shopping across eight markets in the region.
Earlier stints at Google include group product marketing manager, consumer apps, overseeing growth for products such as Search, Maps and Assistant across India and Southeast Asia, and product marketing manager roles spanning consumer apps and YouTube, where he contributed to launches including YouTube Music, YouTube Originals and YouTube Shorts.
Rastogi began his career in consulting with Boston Consulting Group and A.T. Kearney, before moving into the technology sector. He is an alumnus of Indian Institute of Management Calcutta and Indian Institute of Technology Kanpur.
Alongside his corporate role, he is also an active angel investor, backing early-stage startups in consumer technology and electric mobility across India and Southeast Asia.
As he settles into the new role, Rastogi is betting on a future where every video can double up as a storefront, and where commerce feels less like a transaction and more like a recommendation from a trusted voice.
