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 anticipation 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”.
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.
About Culver Max Entertainment Private Limited (formerly known as Sony Pictures Networks India):
Sony Pictures Networks India (SPNI) is the consumer-facing identity of Culver Max Entertainment Private Limited which is an indirect wholly owned subsidiary of Sony Group Corporation, Japan.
A leading media and entertainment conglomerate, SPNI comprises 28 Premium Channels in both SD and HD formats, including leading Hindi General Entertainment Television Channels – Sony Entertainment Television; Sony SAB and Sony PAL; Marathi General Entertainment Channel – Sony Marathi; Bangla General Entertainment Channel – Sony AATH; Hindi Movie Channels – Sony MAX, Sony MAX 1, Sony MAX 2 and Sony WAH; renowned destination for sports fans – Sony Sports Network comprising Sony Sports Ten 1, Sony Sports Ten 2, Sony Sports Ten 3, Sony Sports Ten 4, Sony Sports Ten 5; Kids Entertainment Channel – Sony YAY!; English Movie Channel – Sony PIX; Factual Entertainment Channel – Sony BBC Earth; Free Ad-Supported Streaming Television (FAST) channel in the US and Canada – Sony KAL; Digital entertainment OTT platform – Sony LIV and the independent production venture for original content and IPs for TV and digital media – Studio NEXT. This Network reaches out to over 700 million viewers in India and is available in over 150 countries.
Recognised as an employer of choice within and outside the media industry, SPNI is a recipient of several awards, including India’s Best Companies to Work For 2021 by the Great Place to Work® Institute, India, Exemplars of Inclusion in AVTAR & Seramount’s Most Inclusive Companies Index 2024 and listed as one of the 100 Best Companies for Women in India for eight consecutive years by AVTAR & Seramount. In recognition of the company’s unique workplace culture and exceptional people practices SPNI won the ET Future Skills 2024 for Best Learning Program Supporting Change Transformation Business Strategy, and the TISS LeapVault CLO Awards 2024 for Best Employee Engagement Program and Best Games Based Learning Program.
SPNI is in its 30th year of operations in India. Besides having overseas subsidiaries, it has a subsidiary MSM-Worldwide Factual Media Private Limited, and an affiliate, Bangla Entertainment Private Limited in India.
For more information, log onto www.sonypicturesnetworks.com
About Sony Sports Network:
Sony Sports Network is the premium destination for sports fans in India and comprises sports channels: SONY SPORTS TEN 1, SONY SPORTS TEN 1 HD, SONY SPORTS TEN 2, SONY SPORTS TEN 2 HD, SONY SPORTS TEN 3, SONY SPORTS TEN 3 HD, SONY SPORTS TEN 4, SONY SPORTS TEN 4 HD, SONY SPORTS TEN 5 and SONY SPORTS TEN 5 HD. Sony Sports Network has an enviable line-up of marquee sporting action across genres in its portfolio including international cricket boards :England and Wales Cricket Board, New Zealand Cricket Board, Sri Lanka Cricket Board and the Asian Cricket Council (ACC) and will live telecast over 1800 hours of live cricket in India in 2025. Also a premiere destination for football, Sony Sports Network is home to the best of world class football with the UEFA EURO 2028.
In 2025, the network will telecast over 900 matches from the UEFA Champions League, UEFA Europa League, UEFA Nations League, Bundesliga, Roshn Saudi League, FA Cup, I-League, and more. The sports broadcaster also brings other sports like Roland Garros, UFC (Ultimate Fighting Championship), World Archery, Extreme H, Formula E as well as domestic leagues like Hockey India League, Ultimate Kho Kho, Pro Panja League and more to Indian audiences through the year to deliver a distinct experience and engage viewers in a multi-sport milieu. Sony Sports Network provides English, Hindi, Tamil & Telugu commentary for various sporting events and scales up with more regional language commentary for marquee sports events.
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