"Shame On You": Sehwag, BCCI Face Boycott Calls Over Viral India-Pakistan Promo Ahead of Asia Cup 2025

As the countdown begins for the Asia Cup 2025, a promotional video showcasing the much-awaited India vs Pakistan clash on September 14 has triggered an emotional storm on Indian social media. The ad, released by the official broadcaster Sony Sports Network and starring Suryakumar Yadav, Shaheen Afridi, and Virender Sehwag, was intended to hype up the iconic rivalry. Instead, it's become the center of a boycott call—fuelled by memories of the tragic April 23 Pahalgam terror attack and fueled further by concerns over "insensitive" promotions in difficult times.

Why Are Fans Angry? What’s The Backlash About?

Cricket fans and social commentators are angry that the excitement around India-Pakistan cricket is being marketed through grand promos when diplomatic tensions are so raw, especially after the Pahalgam attack that claimed the lives of 26 civilians. Many fans took to X (Twitter), calling out Sony Sports, the BCCI, and Sehwag for associating with, what they describe as, “careless celebration.” There are even hashtags like #BoycottAsiaCup and #ShameOnYou going viral, some demanding a boycott of the game altogether.

"Shame on you Sony Sports!" wrote one user.
"We can’t forget Pahalgam like you," said another, referencing the attack.
"Going to boycott Asia Cup. To hell with you and @BCCI," another fan declared.

The tension is also heightened as India and Pakistan could face each other up to three times in the tournament if both go through to the Super Four and Final.

Sehwag and BCCI Respond

Virender Sehwag, a part of the promo, has responded by focusing on India’s strengths and reiterating hope that under Suryakumar Yadav’s captaincy, the Men in Blue will bring home the Asia Cup. "I think we have a very good side, and Sky (Suryakumar) is leading from the front," Sehwag commented in a video. "I am sure that under his captaincy, we will do well and win the Asia Cup."

Despite the uproar, the Sports Ministry has clarified that as this is a multi-nation event (not a bilateral contest), India will participate as per its established policy: "no bilateral ties with Pakistan, but multilateral tournaments are fine."

India's Squad for Asia Cup 2025

Here's the young and exciting team selected for the tournament:

• Suryakumar Yadav (captain)

• Shubman Gill (vice-captain)

• Abhishek Sharma

• Tilak Varma

• Hardik Pandya

• Shivam Dube

• Jitesh Sharma (wk)

• Axar Patel

• Jasprit Bumrah

• Varun Chakaravarthy

• Arshdeep Singh

• Kuldeep Yadav

• Sanju Samson (wk)

• Harshit Rana

• Rinku Singh

Standby players: Prasidh Krishna, Washington Sundar, Riyan Parag, Dhruv Jurel, Yashasvi Jaiswal

India's Group and Schedule for Asia Cup 2025

India has been placed in Group A, alongside Pakistan, UAE, and Oman.

If India reaches the Super Fours, the path could include at least one more blockbuster against arch-rivals Pakistan.

For millions fans in India, the India-Pakistan cricket game is more than just sport—it’s about pride, emotion, and national sentiment. The timing of this promo has amplified feelings. While many still eagerly await the epic clash, a large section of the audience—especially those affected by recent tragedies—are asking sports broadcasters and the board to be more sensitive when celebrating these rivalries.

As the Asia Cup draws near, the debate over the intersection of sports, politics, and emotion continues, but fans will be hoping for responsible promotion and fierce, respectful competition on the field.