Sony Sports Network, the official broadcaster of the Asia Cup 2025, has unveiled its latest integrated campaign ‘Rag Rag Mein Bharat’ to celebrate India’s cricketing spirit and build momentum ahead of Asia’s premier cricketing tournament. Featuring cricketing legend Virender Sehwag, the campaign positions cricket as a unifying force that transcends boundaries of age, religion, geography and culture.

At the heart of the campaign is a film that captures the emotional pulse of an India–Pakistan encounter, symbolising how cricket binds 140 crore Indians together. With Sehwag as the face of the initiative, the messaging reinforces national unity and collective passion, underscored by the line: “When it comes to India, 140 crore hearts beat as one.”

The Asia Cup, scheduled from September 9-28 in Dubai and Abu Dhabi, will see participation from eight teams in a T20I format. With the possibility of multiple India–Pakistan clashes across the group stage, Super Four, and the final, Sony Sports Network is aiming to capture peak audience engagement and advertiser interest during the festive season.

The broadcaster has rolled out the ‘Rag Rag Mein Bharat’ campaign across television (Hindi, Tamil, Telugu), Sony LIV, and its digital and social media platforms. This multi-platform approach is designed to maximise reach, strengthen consumer connect, and drive both viewership and sponsorship opportunities.

Rajesh Kaul, Chief Revenue Officer – Distribution & International Business and Head – Sports Business, Sony Pictures Networks India, said, “Cricket is the heartbeat of our nation. With ‘Rag Rag Mein Bharat’, we wanted to capture the unmatched energy and emotion surrounding Team India. The Asia Cup is one of the most prestigious tournaments in the sport, and this campaign reinforces our commitment to delivering not just matches, but moments of national pride. Having Sehwag embody this sentiment makes the narrative more authentic and relatable for every Indian.”

Sehwag, former India opener and campaign ambassador, added, “The Asia Cup has always been about energy, pride, and unforgettable memories. This campaign beautifully reflects the unity and electrifying passion that cricket inspires across the country.”

With India entering the tournament as defending champions and record eight-time winners, the campaign strengthens Sony Sports Network’s positioning as a premium sports destination. The broadcaster aims to leverage marquee properties like the Asia Cup to deepen fan engagement, enhance brand equity, and create greater value for advertisers.