MUMBAI: They say the devil is in the details—but at Shalimar Paints’ latest event in Delhi, the devil was definitely in the DIY cricket games, branded gear, and pure painter-powered energy. In a bold move to fuse fandom with functionality, Shalimar Paints kicked off its partnership with Mumbai Indians for the 2025 season with a vibrant, invite-only celebration for its painter community and influencers.

Held in the capital on 10 April 2025, the bash featured a heady mix of games, contests, giveaways, and limited-edition Mumbai Indians x Shalimar merchandise, offering a technicolour evening of bonding, banter, and brushes.

"Our community of painters is at the core of everything we do... this partnership allows us to create fresh and exciting experiences for this community," said Shalimar Paints director Kuldip Raina.

More than just an appreciation dinner with fancy lighting, the event was a grassroots masterstroke in upskilling and brand building, tapping into both nostalgia and next-gen marketing muscle. It also featured exclusive schemes on Shalimar products, along with opportunities for painters to engage directly with influencers and fellow community champions.

"This was not just a branding opportunity... this is only the beginning," noted Shalimar Paints head of marketing Varun Malik, hinting at more citywide paint-and-play events to come.

The Delhi event marks the first in a series of painter-first engagements to roll out across Bangalore, Chennai, Hyderabad, Patna, Kolkata, Delhi, Lucknow, Jaipur, and more. It’s a move aimed at igniting brand love where it matters most: on the ground, in the streets, and in the hands of the people with the brushes.

With over 120 years in the business, Shalimar Paints knows a thing or two about long-lasting finishes. And with Mumbai Indians backing them this IPL, it looks like they're just getting started on a bold new coat of fan-first branding.