Cricket a perfect opportunity to further brand equity & connect: Amit Syngle, Asian Paints

Asian Paints on Tuesday announced its partnership with the Board of Control for Cricket in India (BCCI) as the Official Colour Partner for India Cricket. 

The three-year association, valued at approximately ₹45 crore, covers all Men’s, Women’s, and domestic series played in India, spanning over 110 matches. The tie-up adds to BCCI’s expanding non-jersey sponsorship portfolio, including Campa, Atomberg, and SBI Life, and underscores the continued appeal of Indian cricket as a platform for brands with mass-market ambitions. 

For a brand that has celebrated colour, creativity, and emotion in Indian homes for decades, this collaboration represents a natural extension into India’s most popular sport. By uniting colour and cricket, Asian Paints aims to connect with audiences on both an emotional and cultural level, reinforcing its positioning as the definitive colour authority while engaging fans in fresh, high-impact ways.

Speaking exclusively to e4m, Amit Syngle, Managing Director & CEO of Asian Paints, elaborated on the brand’s strategic rationale, activation plans, and broader marketing ambitions.

Motivation Behind the Partnership

Our key motivation stemmed from our overall corporate positioning and the resonance of our “Har Ghar Kuch Kehta Hai” philosophy. This campaign has truly become a part of every Indian household, and we wanted to identify something that could connect with every home across the country. Cricket, in that sense, was the perfect choice — it transcends generations, languages, and geographies; it’s almost like a religion in India.

When we explored this opportunity, the idea of becoming the Official Colour Partner for Indian cricket immediately stood out. This is the first time anyone from the paint, colour, and home décor sector has ventured into such a partnership. Colour, for us, is deeply tied to emotion and storytelling, and this collaboration offered a powerful platform to bring that to every Indian home — blending the spirit of colour with the nation’s most beloved sport.

On timing, he explained, “We’ve been evaluating high-impact properties to amplify our brand equity. Cricket offers unparalleled scale, reach, and relevance. Now was the perfect moment to extend our story into a property that allows every Indian home to feel part of the celebration.”

On asking whether Asian Paints is planning to associate with other sports as well, Syngle stated: “At the moment, we are certainly open to other sports, but cricket was an obvious choice — there was no second thought. The ROI and impact on brand visibility are unmatched. In the past, we have explored associations with other sports as well, so this isn’t entirely new territory for us. Ultimately, we evaluate every opportunity — whether in sports, entertainment, or gaming — based on its ability to deliver maximum reach and engagement, and we remain open to any platform that helps us achieve that.”

Activation Strategy

The partnership will feature two marquee on-ground activations before every match: the “Colour Cam,” which will scan the crowd to pick winners, and a “Colour Countdown,” designed to engage fans in real-time. “These are just the beginning,” Syngle noted. “We’ll integrate 360-degree initiatives, from storytelling around fan participation to showcasing colour in innovative ways that resonate on and off the field.”

Asian Paints spent over Rs 1,300 Cr in marketing and advertising in FY25. When asked about the budget for the new activations, Syngle clarified, “We don’t segment budgets for individual properties. It’s part of our overall marketing vision. Our aim is to deploy resources effectively across IPL, this property, KBC, and other high-impact initiatives that reinforce our brand.”

Syngle emphasized that the partnership aligns seamlessly with Asian Paints’ marketing strategy. “Colour is central to everything we do—from décor and design to campaigns like Colour of the Year. This cricket partnership becomes an integral part of that journey, offering a platform to showcase our innovation and thought leadership.”

Media Mix and Channel Strategy

On the media mix, Syngle shared that TV and print remain significant, with TV and digital accounting for over 50 and 25% of spends respectively. “However, our Digital ad spend is growing exponentially, and this partnership will amplify that reach further,” he said.

When asked about retaining market dominance despite increased competition from rivals such as Birla Opus, Syngle highlighted the importance of innovation and brand equity. “Our focus has always been on delivering products that delight consumers, coupled with investments in impactful brand properties. Top-of-mind awareness, share of search, and brand voice are critical levers we continually reinforce to influence consumer consideration and maintain leadership.”

On Regulatory Scrutiny

In light of recent allegations by competitors about Asian Paints alleged misuse of dominant position and unfair market practcies leading to a CCI investigation, Syngle maintained a measured stance: “We operate with transparency and fairness. Any investigation will be met with full cooperation. Our principles and ethics guide all our marketing and business operations.