The environmentally conscious paint manufacturer JSW Paints, which is a division of the US$ 23 billion JSW Group, has launched a digital-first campaign to honor the vibrant spirit of crickets that is echoing throughout the nation. The hymn “Rangon Ka Khel Hai,” which was composed to honor the spirit of unity that is fundamental to the game of cricket, is among the most distinctive features of the new campaign. Inspired by the vibrant color palette of JSW Paints, the anthem infuses every area with a revitalizing vibe while capturing the essence of celebration and community.
Six clubs from the Women’s Premier League (WPL) and Indian Premier League (IPL) franchises have partnered with JSW Paints. During the current WPL and IPL seasons, JSW Paints has partnered with six teams, including the co-owned Kolkata Knight Riders by Shahrukh Khan, the Chennai Super Kings, the Gujarat Giants, the UP Warriorz, and the co-owned Delhi Capitals by the JSW Group. This is one of the company’s largest brand associations.
As per AS Sundaresan, JSW Paints’ joint MD and CEO, “Cricket is not just a sport, but a way of life and a celebration of colors.” In addition to extending our brand reach, we hope to play a significant role in the history of the sport by collaborating with well-known teams in the WPL and IPL. Rango ka Khel hai, Rangon ka Mel hai, the JSW Paints anthem, is our homage to the way colors combine to create a spectacular game of cricket.
“The Anthem celebrates the unity in passion and love for the game of cricket in the diversity of the colors of the IPL and WPL fans and players,” stated Govind Pandey, CEO of TBWA\India. Every color is the same. Another great idea from JSW Paints.
Our anthem’s lyrics reflect the vivid spectrum of JSW Paints while capturing the kaleidoscopic essence of cricket. Our wide variety of colors unifies homes throughout India, giving them vitality and life, much like cricket joins players and fans of many teams, each with their own colors. According to Russell Barrett, CCExpO, TBWA\India, “it’s a beautiful synergy that reflects the essence of both cricket and JSW Paints.”
