Sony Sports Network, the official broadcaster for the highly anticipated Asia Cup 2025, has introduced an inspiring new campaign titled ‘Rag Rag Mein Bharat’, featuring the legendary cricket player Virender Sehwag.
This captivating campaign film beautifully illustrates cricket’s ability to bring people together, transcending age, religion, region, and background. The narrative unfolds in a cozy small-town home, where a diverse group of individuals—representing various religions, regions, genders, and generations—gathers to witness the thrilling finale of an India vs Pakistan match. The silent prayers of Tabrez Miyaan mirror the collective hopes of millions of Indians. As Surya clinches victory with a match-winning six, the atmosphere ignites; the rhythmic beats of the dhol and the waving of the tricolor transform the courtyard into a vibrant symbol of unbreakable national unity. Sehwag’s radiant smile and joyful celebration highlight the film’s poignant message: “When it comes to India, 140 crore hearts beat as one.”
The upcoming Asia Cup will feature eight competitive nations and will be played in the T20I format, structured into two groups of four leading into an exhilarating Super Four stage, culminating in a thrilling final. This tournament format not only heightens the excitement but also sets the stage for potential rematches in the Super Four and the final showdown.
Scheduled to take place in the United Arab Emirates, the 17th Asia Cup will be held from September 9 to September 28, 2025, with matches in Dubai and Abu Dhabi. Fans can catch all the action live on Sony Sports Network and stream the matches on Sony LIV. India will enter the tournament as the defending champions, boasting a record eight Asia Cup titles—more than any other nation in the tournament’s illustrious history.
The promotional film will be aired in Hindi, Tamil, and Telugu across all of Sony Pictures Networks’ television channels, SonyLIV, and through the broadcaster’s social media platforms, ensuring that the excitement reaches cricket fans nationwide.