Sony Sports Network celebrates the unifying power of cricket with the tagline, When it comes to India, 140 crore hearts beat as one
Sony Sports Network, the official broadcaster of the Asia Cup 2025 brings the biggest blockbuster this festive season with the launch of its stirring new campaign celebrating India’s cricketing spirit—timed perfectly ahead of Asia’s most anticipated sporting event. The campaign film, fronted by cricket legend Virender Sehwag, embodies cricket’s unifying power, transcending age, religion, geography, and background.
The centrepiece of this campaign is the film titled “Rag Rag Mein Bharat”, which beautifully brings to life the idea of how cricket becomes a thread that binds the entire nation together. The narrative unfolds in a small-town home where people from all walks of life across religions, regions, genders, and generations, gather to witness the final ball of an India vs Pakistan match. The collective anticipaclashtion is reflected in the silent prayers of Tabrez Miyaan, whose faith mirrors the emotional investment of millions of Indians. As Surya seals victory with a match-winning six, the atmosphere erupts—the beats of the dhol and the unfurling of the tricolour transform the courtyard into a symbol of unbreakable national unity. Sehwag’s warm and proud acknowledgement of the moment reinforces the film’s core message; “When it comes to India, 140 crore hearts beat as one”.
Link to view film: https://www.youtube.com/watch?
Featuring eight teams, the Asia Cup will follow a T20I format, with two groups of four leading to a Super Four stage and culminating in an exhilarating final. The structure of the tournament also sets the stage for potential repeat encounters in the Super Four and even the final, further heightening anticipation and national fervour.
The 17th edition of the Asia Cup will be staged in the United Arab Emirates, with matches taking place in Dubai and Abu Dhabi from 9th to 28th September 2025 and will be broadcast live on Sony Sports Network and livestreamed on Sony LIV. India will enter the tournament as the defending champions, holding a record eight Asia Cup titles, the most by any team in the competition’s history.
Titled “Rag Rag Mein Bharat – Asia Cup 2025 “, the campaign film will roll out in Hindi, Tamil, and Telugu across Sony Pictures Networks tv channels, Sony LIV and across the broadcaster’s social media handles.
Rajesh Kaul, Chief Revenue Officer – Distribution & International Business and Head – Sports Business, Sony Pictures Networks India:“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.”
Virendra Sehwag, Cricket Icon & Former Team India batter: “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.”
Watch the Asia Cup 2025 live on Sony Sports Network and live stream on Sony LIV
