MUMBAI: When Suryakumar Yadav sends the ball sailing for six, India doesn’t just win a match 140 crore hearts leap together. That’s the pulse Sony Sports Network has bottled in its new campaign film, Rag Rag Mein Bharat, unveiled ahead of the Asia Cup 2025. Set in a small-town courtyard, the film captures the quintessential India-Pakistan cricket moment: neighbours huddled around a TV, silence stretching as the bowler runs in, before erupting into dhol beats, tricolour waves and unfiltered joy. And to seal the sentiment, none other than Virender Sehwag delivers the rallying cry: “When it comes to India, 140 crore hearts beat as one.”
Sony Pictures Networks India, chief revenue officer for distribution & international business and head of ports business Rajesh Kaul called the Asia Cup “one of the most iconic tournaments in world cricket.” He said #RagRagMeinBharat is a reminder of cricket’s power to transcend divides of age, gender, region and religion. “Having Sehwag embody that sentiment makes it even more powerful,” he added.
For Sehwag himself, the campaign is a throwback to his own Asia Cup days. “Walking into the dressing room, you could feel the buzz even before stepping onto the field,” he recalled. “The chants, the energy fans weren’t just watching; they were living it with you. That’s what this film gets spot on.”
The 17th edition of the Asia Cup, played in the UAE from 9–28 September 2025, will feature eight teams in a T20 format, with group stages leading into the Super Four and the final. India, the defending champions, enter the fray with a record eight Asia Cup titles under their belt.
Rolling out in Hindi, Tamil and Telugu across Sony’s broadcast network, Sony Liv and social media, the campaign is less an ad and more a rallying anthem. For a nation where cricket is religion, Rag Rag Mein Bharat might just be the battle cry echoing through every living room, street corner and stadium.
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