A campaign built on unity and passion
Sony Sports Network, the official broadcaster of the Asia Cup 2025, has unveiled its new campaign “Rag Rag Mein Bharat”, fronted by former India opener Virender Sehwag. At its core is a campaign film that brings to life how cricket transcends barriers of faith, language, and region, uniting the entire nation in one shared heartbeat.
The campaign was officially launched by Sony Sports Network, with the film uploaded on social media platforms, including its Twitter account.
140 crore dhadkanein ek saath dhadkegi apni #TeamIndia ke liye! 💙🇮🇳 Kyunki rag rag mein hain rang Bharat ka. 🇮🇳🔥
Dekhiye Asia Cup September 9 se Sony Sports Network ke TV Channels aur Sony LIV par!#RagRagMeinBharat #TeamIndia #AsiaCup #SonyLIV #SonySportsNetwork pic.twitter.com/SgCFONOm6n
— Sony Sports Network (@SonySportsNetwk) August 22, 2025
The film depicts a small-town household filled with diverse voices watching the climax of an India–Pakistan clash, holding their breath before Suryakumar Yadav seals the game with a six. The message is punctuated by Sehwag’s words: “When it comes to India, 140 crore hearts beat as one.” — featured in the campaign film released by Sony Sports Network.
Sony Sports’ vision for the Asia Cup
Rajesh Kaul, Sony Pictures Networks’ Chief Revenue Officer – Distribution & International Business and Head – Sports Business, said in an official statement: “Cricket is the heartbeat of our nation and through this campaign, we wanted to capture that unmatched energy and emotion of our nation. The Asia Cup stands as one of the most iconic and prestigious tournaments in world cricket—its significance lies not only in crowning the best team in Asia, but also in celebrating the enduring rivalries and aspirations that define our sport. #RagRagMeinBharat reminds audiences that when it comes to Team India, 140 crore hearts truly beat as one. We are ecstatic to have cricket icon, Virender Sehwag, embody this sentiment that makes the message even more powerful, authentic, and relatable for every Indian.”
The campaign will air in Hindi, Tamil, and Telugu, across Sony’s television channels, Sony LIV, and its social and digital platforms, ensuring wide reach as anticipation builds for the tournament.
Sehwag brings personal memories to the campaign
Virender Sehwag said in a statement during the campaign launch: “One of my fondest memories of the Asia Cup is walking into the dressing room on match days and feeling the buzz even before stepping onto the field. You could hear the chants outside, feel the energy in every corner. I remember telling my teammates – today we won’t just play a match, we’ll give the fans a day they’ll never forget. That electrifying energy and that unity, is exactly what this campaign by Sony Sports Network is about. It captures how, in those moments, every cheer, every clap, and every heartbeat across the country beats for India.”
Building momentum for Asia Cup 2025
With the Asia Cup scheduled for September 2025 in the UAE, the tournament promises not only high-intensity cricket but also a celebration of national pride. Sony Sports’ Rag Rag Mein Bharat campaign taps into that spirit, aiming to channel the passion of millions of fans into one unified chorus for Team India.
