Sports
Asian Paints colours cricket with a sonic six
Rang De India anthem unites 1.4 billion fans in beats, cheers and emotion.
MUMBAI: When the stumps fly and the crowd roars, India doesn’t just watch cricket, it paints the nation in pure, unfiltered feeling. Asian Paints has now given that electric buzz its own soundtrack with the launch of Rang De India (Cricket Anthem), a high-voltage musical tribute that turns every living room into a stadium gallery.
The hook “Rang De – Mohe Jeet Ke Rang Mein Rang De” is the emotional centre stump, a call to drench the country in the colours of victory, pride and shared heartbeat. Composed by Filmfare winner Sameer Uddin and belted out by powerhouse vocalists Sunidhi Chauhan and Vishal Dadlani, the peppy, chest-thumping track captures the rollercoaster rhythm of match days the nail-biting hush before a six, the eruption after a wicket, the all-night chants that echo from gullies to balconies.
As official colour partner of India Home Cricket through its long-standing tie-up with the BCCI, Asian Paints has long painted more than walls; it’s been colouring moods and memories. This anthem takes that philosophy full pitch, blending the brand’s core belief that colour is emotion made visible with the one sport that unites 1.4 billion hearts like nothing else.
The accompanying film sweeps across India’s cricket tapestry, families huddled around TVs, street kids swinging taped bats, grandparents whispering prayers, friends exploding in high-fives. Shot on a grand, colourful canvas in collaboration with creative agency Kinnect, it celebrates fans from every corner, every age, every language proving once again that cricket isn’t just a game; it’s the nation’s loudest, brightest shared palette.
Asian Paints managing director & CEO Amit Syngle put it plainly, “Cricket has a rare and powerful ability to unite India transcending regions, generations, and everyday routines to create moments of shared pride and belief… This anthem is our tribute to the emotions cricket ignites in millions of Indian homes, drawing the nation together, one lyric, one colour, one cheer, one heartbeat at a time.”
Kinnect, chief creative officer Neville Shah added, “For Asian Paints, colour has never been decorative. It’s expressive… It was our way of entering Indian living rooms this cricket season, not as a brand speaking, but as one celebrating the surge of emotion the game brings with it.”
So whether you’re daubing your walls or daubing your face in tricolour, this anthem promises to stick longer than any coat of paint humming in heads long after the final ball is bowled. In a country where cricket runs in the veins, Asian Paints just gave it a killer chorus.
Sports
Kurkure ad made a year ago celebrates India’s T20 World Cup win
Pre-planned front-page tribute in English newspaper ties blue-orange Jowar Puffs to national pride.
MUMBAI: Kurkure didn’t just back the winning team, it printed the victory party invite a full year before the final whistle. A striking front-page advertisement in one of India’s leading English newspapers on the morning after India’s T20 World Cup triumph carried a clever twist, “This Ad Was Made A Year Ago.” The creative paid tribute to the Men in Blue with the line “India Ne Kurkure Ko Sirf Khaaya Nahi, Full Dil Se Apnaaya,” revealing that Kurkure had already wrapped its new Jowar Puffs pack in the Indian jersey’s blue and orange colours long before the historic win.
The ad continued, “Jeet Ki Roar Se Pehle… India Ke Apne Brand Ne Indian Jersey Ki Shaan Mein Kurkure Jowar Puffs Ka Pack Rang Diya… A Year Before Men In Blue Were Winning, We Were Already Twinning!”
The campaign, which quickly went viral, perfectly captured the nation’s celebratory mood while showcasing Kurkure’s deep-rooted Indian identity. Born and built in India, the brand has been part of households for over 25 years, growing alongside the country’s tastes and milestones.
The timing also aligned with the launch of Kurkure Jowar Puffs, a baked, millet-based snack made with jowar (sorghum) that combines traditional Indian grains with Kurkure’s signature bold taste. Launched to mark the brand’s 25th anniversary, it taps into the rising demand for healthier snacking options.
Pepsico India marketing director for Kurkure and Doritos Ankit Agarwal said, “For over 25 years, Kurkure has been proudly made in India and deeply woven into the country’s cultural fabric. As the nation came together to celebrate this historic victory, we wanted to mark the moment with a tribute that reflects both our pride in the Men in Blue and Kurkure’s own journey alongside India. It also felt like a natural fit with Kurkure Jowar Puffs.”
In a country where cricket victories feel like national festivals, Kurkure didn’t just join the party, it showed up with the snacks and the foresight, proving that the best celebrations are the ones you start planning long before the first six is hit.
