Celebrating cricket’s unifying spirit with the tagline “When it comes to India, 140 crore hearts beat as one”
New Delhi | August 21, 2025: Sony Sports Network, the official broadcaster of the Asia Cup 2025, has launched its latest campaign #RagRagMeinBharat, fronted by cricket legend Virender Sehwag. The campaign film highlights cricket’s role as a unifying force across age, religion, geography, and community, bringing the nation together ahead of Asia’s most anticipated sporting event.
Titled “Rag Rag Mein Bharat”, the film captures the emotions of an India-Pakistan clash, showcasing fans from diverse walks of life uniting in celebration as Team India seals victory. Sehwag reinforces the message with the campaign’s core line: “When it comes to India, 140 crore hearts beat as one.”
The 17th edition of the Asia Cup will be held in the UAE from September 9–28, 2025, featuring eight teams in a T20I format across Dubai and Abu Dhabi. India, the defending champions with a record eight titles, will look to extend their dominance. Matches will be broadcast live on Sony Sports Network and streamed on Sony LIV, with the campaign rolling out in Hindi, Tamil, and Telugu across TV, digital, and social platforms.
Link to view film: