Brands
Asian Paints turns ‘Mera wala blue’ into ‘Meri wali blue’ for women in blue
MUMBAI: Talk about a fresh coat of inspiration! Asian Paints has added a vibrant twist to its iconic Mera wala blue with the launch of Meri wali blue, a heartfelt campaign celebrating India’s women cricketers and the fans who bring the game to life from their living rooms.
Part of the brand’s ongoing Har ghar blue narrative, the new film beautifully captures how cricket, while played on the pitch, truly lives in Indian homes, in the cheers, emotions, and shared pride that colour every household blue.
Conceptualised by FCB Kinnect and directed by Good Morning Films, the film traces the journey of a blue jersey, from a tailor’s careful stitching to a young girl’s gleeful cry of “Meri Wali Blue” as she spots her hero Harmanpreet Kaur’s number on it. The message is simple yet stirring: India cheers for India Wala Blue.
The campaign extends Asian Paints’ deep association with cricket, following its smart integrations during the India vs England series and Asia Cup earlier this year. The brand has painted itself firmly into the nation’s sporting story. This time, by championing the rise of women’s cricket and the growing chorus of fans rallying behind it.
Asian Paints Ltd MD & CEO Amit Syngle said, “Cricket brings families, friends, and neighbours together. With Meri Wali Blue, we’re proud to celebrate India’s women cricketers, whose grit and grace continue to inspire millions.”
FCB Kinnect CEO Rohan Mehta added, “Building on an idea that’s shaped culture and giving it fresh relevance is powerful. With just one word, Meri Wali Blue carries hope and belief for generations of women athletes.”
As group executive creative director Yogesh Mani Pradhan put it, “It’s not just an ad, it’s a rallying cry for today, turning nostalgia into a new cultural moment.”
Brands
Uniqlo India signs Jasprit Bumrah as brand endorser
Cricketing star fronts new LifeWear campaign highlighting comfort and simplicity.
MUMBAI: Jasprit Bumrah just bowled a perfect yorker into fashion because when the fastest bowler in the world picks Uniqlo, even off-field style gets a pace attack. Uniqlo India has roped in Indian cricket icon Jasprit Bumrah as its brand endorser, kicking off the partnership with a fresh campaign that brings the brand’s LifeWear philosophy to life, clothing engineered for simplicity, quality and effortless comfort in daily routines.
The 30-second film shows Bumrah in relaxed, everyday moments away from the crease highlighting how the AIRism Oversized T-shirt slips seamlessly into his off-field life. The narrative quietly mirrors his journey as a fast bowler, built on consistency, instinct and the kind of fit that feels right from the first wear and only gets better with time.
Jasprit Bumrah said, “In my day-to-day life, I prefer clothing that feels comfortable and effortless, especially when I’m spending time off the field. That’s why I’m happy to be partnering with Uniqlo, the brand’s approach to everyday clothing feels like a natural extension to my personal style.”
Uniqlo India marketing director Nidhi Rastogi added, “We are proud to partner with cricket world champion Jasprit Bumrah and welcome him to the Uniqlo family. His focus on excellence, authenticity and quiet confidence reflects the essence of Uniqlo’s LifeWear philosophy.”
The campaign is now live across digital channels, social media, in-store displays and outdoor platforms, with the film and imagery rolling out alongside the announcement.
In a world where pace often means rushing, Bumrah and Uniqlo are reminding everyone that the best things in life and on the body come from calm, consistent comfort that simply shows up every day and gets the job done.
