Sony Sports Network, the official broadcaster of the Asia Cup 2025, has unveiled a new campaign ‘Rag Rag Mein Bharat,’ starring cricket icon Virender Sehwag.
The campaign film shows cricket’s unifying effect beyond age, religion, region, and background. The film serves as the campaign’s core, elegantly depicting how cricket becomes a thread that links the entire nation together. The story takes place in a small-town residence where people from various walks of life, including religions, regions, genders, and generations, assemble to watch the final ball of an India vs Pakistan match. Tabrez Miyaan’s silent prayers express the collective anticipation of millions of Indians. As Surya secures victory with a match-winning six, the atmosphere flares up, the beats of the dhol and the unfurling of the tricolour convert the courtyard into a symbol of unshakeable national togetherness. Sehwag’s smile and joyous recognition of the occasion emphasises the film’s central message: “When it comes to India, 140 crore hearts beat as one”.
The Asia Cup will include eight countries and will be played in T20I format, with two groups of four leading to a Super Four stage and an exciting final. The tournament’s structure also lays the framework for potential rematches in the Super Four and potentially the final, adding to the excitement and national enthusiasm.
The 17th Asia Cup will be held in the United Arab Emirates, with matches taking place in Dubai and Abu Dhabi between September 9 and September 28, 2025, and will be televised live on Sony Sports Network and livestreamed on Sony LIV. India will start the tournament as the defending champions, having won a record eight Asia Cup titles, more than any other nation in the competition’s history.
The promotional film will air in Hindi, Tamil, and Telugu throughout all Sony Pictures Networks’ TV networks, SonyLIV, and the broadcaster’s social media platforms.
