Asian Paints became the colour of Indian cricket. Its 2026 ads ran without its stars.
Asian Paints became Official Colour Partner of Indian cricket in November 2025 on a three-year BCCI deal, and is an IPL 2026 associate sponsor on TV and title partner of Bigg Boss Bangla. Virat Kohli, Ranbir Kapoor and Deepika Padukone are its ambassadors; no new face has been announced in the past year. Every deal, face and ad, with a source for each.
By Saurabh Garg, founder of C4E · Published 30 Oct 2026 · How we check
Asian Paints is the Official Colour Partner of Indian cricket. It signed a three-year deal with the BCCI on 25 November 2025 covering men's, women's and domestic home matches, ET BrandEquity reported. It is an associate sponsor of the IPL 2026 TV broadcast and title partner of Bigg Boss Bangla. Its ambassadors are Virat Kohli, Ranbir Kapoor and Deepika Padukone, and none of the campaigns it announced in 2026 features them.
Who is Asian Paints' brand ambassador in 2026?
Virat Kohli is the latest. Asian Paints signed him as brand ambassador for Neo Bharat Latex Paint in April 2024, and he fronted the Apcolite All Protek launch in June 2025. Ranbir Kapoor and Deepika Padukone were already its “two brand ambassadors” in September 2019, on a PTI release; Ranbir now fronts Apex Ultima Protek and Deepika fronts Royale. Asian Paints has announced no new face in the past twelve months.
| Person | Brand and role | First named | Latest film | Source |
|---|---|---|---|---|
| Virat KohliNeo Bharat Latex, then Apcolite All Protek, brand ambassador | Neo Bharat Latex, then Apcolite All Protek, brand ambassador | April 2024 | Apcolite All Protek Lotus Effect, June 2025 | BestMediaInfo, MediaNews4U |
| Deepika PadukoneRoyale, brand ambassador | Royale, brand ambassador | By September 2019 | Royale Glitz TVC, September 2025 | PTI, afaqs |
| Ranbir KapoorApex Ultima Protek, brand ambassador | Apex Ultima Protek, brand ambassador | By September 2019 | The Safe House, November 2024 | PTI, BestMediaInfo |
| Karan JoharRoyale Glitz, featured in one film | Royale Glitz, featured in one film | August 2023 | #StealTheSpotlight, August 2023 | BestMediaInfo |
The 2026 work went without them. Rang De India, the cricket anthem, was sung by Sunidhi Chauhan and Vishal Dadlani. The anti-damp paints got four reels with the characters of TVF's Panchayat. For Durga Pujo in Kolkata, Asian Paints brought back Gattu, its old mascot, Storyboard18 reported. Ranbir's last film for the brand was The Safe House in November 2024.
Is Asian Paints a BCCI sponsor?
Yes. Asian Paints is the BCCI's Official Colour Partner for three years from November 2025. The deal covers more than 110 home matches across men's, women's and domestic cricket and excludes the IPL, afaqs reported. Financial Express put its value at roughly ₹45 crore. Asian Paints marked the signing by lighting the Bandra-Worli Sea Link in its shades, and built a broadcast feature around it called Colour Cam.
Does Asian Paints sponsor the IPL?
On television, yes. It is an associate sponsor of JioStar's IPL 2026 broadcast, on JioStar's own list, and BestMediaInfo places the slot on the TV feed. Rival Birla Opus sits a tier higher, as co-powered-by sponsor on digital. Asian Paints was on JioStar's 2025 list too. afaqs mentions IPL team sponsorships “like KKR”; neither KKR nor Asian Paints has published a 2025 or 2026 team deal, so it is not in the table.
What does Asian Paints sponsor in 2026?
Cricket, Bigg Boss and design fairs. These are the deals running in 2025-26 or 2026-27, in the rights holder's words where it publishes them.
| Property | Role | Term | Source |
|---|---|---|---|
 BCCI, India home cricketOfficial Colour Partner, Three years from November 2025 | Official Colour Partner | Three years from November 2025 | Financial Express, afaqs |
 TATA IPL 2026 on JioStarAssociate Sponsor, TV, 2026 season | Associate Sponsor, TV | 2026 season | JioStar, BestMediaInfo |
| West Indies Tour of India 2026 on JioStarAssociate partner, Autumn 2026 | Associate partner | Autumn 2026 | Social Samosa |
| Bigg Boss Bangla season 1Title partner, From 30 August 2026 | Title partner | From 30 August 2026 | Adgully |
| Bigg Boss Malayalam season 8Co-Presenting Partner, From September 2026 | Co-Presenting Partner | From September 2026 | BestMediaInfo |
| Bigg Boss Tamil, Telugu and KannadaSponsor, tier not published, 2026 seasons | Sponsor, tier not published | 2026 seasons | BestMediaInfo |
| Design Democracy (Beautiful Homes by Asian Paints)Platinum Sponsor, 2025 and 2026 | Platinum Sponsor | 2025 and 2026 | Design Democracy |
| India Design IDTitle sponsor, February 2026 | Title sponsor | February 2026 | BestMediaInfo |
| St+art Kolkata FestivalPresenter, with the St+art India Foundation, 2025-26, first Kolkata edition | Presenter, with the St+art India Foundation | 2025-26, first Kolkata edition | Deccan Chronicle |
| Kaun Banega Crorepati 17Co-Powered By, August 2025 season | Co-Powered By | August 2025 season | MediaNews4U |
| Special Ops 2 on JioHotstarSponsor, one of 14, July 2025 | Sponsor, one of 14 | July 2025 | JioStar |
Bigg Boss is the one that grew. Asian Paints went from three regional editions in 2025 to five this season, BestMediaInfo reported, and built a shade guide from the colours of the Bigg Boss houses. It is not on the Hindi edition's published sponsor tiers. The Panchayat reels are branded content made with TVF, not a sponsorship of the show.
Which Asian Paints ads came out in the last year?
Ten since November 2025, and Ogilvy made four of them:
| Campaign | Date | What it is | Agency | Source |
|---|---|---|---|---|
| Official Colour Partner launchAsian Paints, 25 Nov 2025 | 25 Nov 2025 | The Bandra-Worli Sea Link lit in Asian Paints shades | MediaNews4U | |
| Rang De IndiaAsian Paints, 13 Feb 2026 | 13 Feb 2026 | A cricket anthem sung by Sunidhi Chauhan and Vishal Dadlani | Kinnect | afaqs |
| Rangon Ki WarrantyAsian Paints, 16 Apr 2026 | 16 Apr 2026 | A corporate film on paint warranties | Ogilvy India | afaqs |
| Anti-Damp TechnologyAce and Tractor Emulsion, 16 May 2026 | 16 May 2026 | A damp patch played as a mischievous character | McCann India | MediaNews4U |
| Rang Hi Asli Pata Hai, with ZomatoAsian Paints, 30 Jun 2026 | 30 Jun 2026 | House colours used as delivery landmarks | White Rivers Media | ET BrandEquity |
| Southern India filmsBeautiful Homes Painting Service, 11 Aug 2026 | 11 Aug 2026 | A sceptical father and son in Tamil and Kannada | Ogilvy India | Campaign Brief Asia |
| 5000+ Colours of FreedomAsian Paints, 13 Aug 2026 | 13 Aug 2026 | An Independence Day print ad | MediaBrief | |
| Panchayat reels with TVFTractor and Ace Exterior Emulsion, 1 Sep 2026 | 1 Sep 2026 | Four reels with Panchayat characters | TVF | Adgully |
| Mon Jitey NiloAsian Paints Sharad Shamman, Oct 2026 | Oct 2026 | An anime-style Durga Pujo film; the Gattu mascot returns | Ogilvy | Storyboard18 |
| Taiyyari Shuru, Tyohaar ShuruAsian Paints, 19 Oct 2026 | 19 Oct 2026 | A Diwali musical about getting the house ready | Ogilvy India | Adgully |
An empty agency cell means the release named none. The Zomato tie-up used house colours as delivery landmarks for 15 days, ET BrandEquity reported.
What changed for Asian Paints this season?
The BCCI deal is new. Bigg Boss went from three editions to five. The IPL broadcast slot came back for 2026. The Kaun Banega Crorepati 18 sponsor lists published by BestMediaInfo and ET BrandEquity in August do not name Asian Paints, after a Co-Powered By slot on season 17.
The rivals are close behind on the same screens. Berger Paints is a co-presenting partner of the West Indies home series, a tier above Asian Paints, on the very matches Asian Paints colours as BCCI partner. Its page has the full list: Asian Paints sponsorships.
How we checked: sponsorships come from the rights holder's release or partner page, and from the trade press where the deal was reported. Ambassadors and campaigns come from Asian Paints' releases as carried by the trade press. Images are stills from Asian Paints' own YouTube channel. How we check.