Shame On You: Virender Sehwag, BCCI Face Backlash Over India-Pakistan Asia Cup Promo
The road to the Asia Cup 2025 has been overshadowed by a storm of controversy. What should have been a celebration of cricket’s biggest subcontinental rivalry has instead triggered outrage, anger, and calls for boycott. The reason? A promotional video released by Sony Sports Network, the official broadcaster, featuring India’s T20 captain Suryakumar Yadav, Pakistan’s bowling ace Shaheen Afridi, and former Indian opener Virender Sehwag.
Instead of generating the expected hype for the much-anticipated India vs Pakistan clash on September 14, the promo has been labeled “insensitive” and “poorly timed.” Fans have accused both the BCCI (Board of Control for Cricket in India) and Sehwag of ignoring national sentiments, especially after the Pahalgam terror attack on April 23, 2025, which claimed 26 innocent lives. Virender Sehwag
The promo’s release ignited a digital firestorm, leading to hashtags like #ShameOnYou, #BoycottAsiaCup, and #ShameOnBCCI trending across X (formerly Twitter) and Facebook. Virender Sehwag
Why “Shame On You” Is Trending
The phrase “Shame On You” became the rallying cry for thousands of cricket fans who felt the promo crossed an emotional line.
The criticism stemmed from two points:
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Timing – The video was released just weeks after the devastating Pahalgam attack. For many Indians, it felt inappropriate to glorify cricketing ties with Pakistan when emotions were still raw.
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Involvement of Sehwag – Known for his nationalistic stance and blunt opinions, Sehwag’s participation shocked many who expected him to reject the project. Virender Sehwag
One user posted:
“Shame on you Sehwag. Cricket with Pakistan can wait, our martyrs cannot.”
Another wrote:
“BCCI and Sony Sports are disconnected from the nation’s grief. This is not just a game, it’s about respecting lives lost.”
Calls to Boycott the Asia Cup
The backlash has gone far beyond just criticism of the promo. Fans, former cricketers, and political voices are demanding India boycott the entire Asia Cup unless the Pakistan fixture is scrapped or the promo withdrawn.
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Many said “No cricket with Pakistan until terror stops.”
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Several urged the BCCI to pull India out of the tournament.
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A few even asked for the Government of India to intervene, stating that cricket boards cannot function in isolation from national sentiments. Virender Sehwag
The controversy has placed BCCI in a tough spot—balancing sporting obligations to the Asian Cricket Council (ACC) while facing a furious fan base at home. Virender Sehwag
Sehwag’s Legacy in Question
Virender Sehwag’s involvement has been the most surprising twist in the saga. Known for his straightforward nature, witty remarks, and strong patriotic stance, Sehwag has often voiced strong opinions against Pakistan in the past. Virender Sehwag
Fans were shocked to see him appear in a video that glorifies the rivalry with Pakistan at such a sensitive time. His silence on the criticism has only added fuel to the fire.
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Critics argue that Sehwag should have rejected the offer.
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His reputation as a “voice of the nation” is being questioned.
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Some even claimed this will remain a stain on his legacy.
Sony Sports Network Under Fire
While the faces in the promo are receiving criticism, the official broadcaster Sony Sports Network is also under severe fire. Virender Sehwag
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Viewers have accused the channel of prioritizing TRPs over sensitivity.
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Several have vowed to boycott the channel’s coverage of the Asia Cup.
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Social media is flooded with comments urging people to unsubscribe from Sony Liv.
For the broadcaster, the controversy has not only created negative publicity but also threatens to affect their viewership numbers during the tournament. Virender Sehwag
BCCI’s Dilemma
For the BCCI, the backlash presents a serious challenge.
On one hand:
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The board has commercial contracts with sponsors and broadcasters.
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Pulling out of promos or matches could have financial and political implications.
On the other hand:
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Public sentiment is clearly against playing Pakistan.
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Failing to address fans’ anger could damage the board’s reputation.
The question now is whether the BCCI will issue a statement, revise the promotional strategy, or continue with business as usual. Virender Sehwag
Cricket vs National Sentiments
The controversy has reopened the age-old debate: Should India play Pakistan in cricket while cross-border terrorism continues? Virender Sehwag
Two opposing views dominate the discussion:
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Separate Cricket from Politics:
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Supporters argue that sports should remain independent.
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Cricket can act as a bridge between nations.
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Fans on this side say boycotts only harm players and fans, not politics.
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Nation First, Cricket Later:
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Critics argue that cricket cannot be isolated from ground realities.
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Playing Pakistan so soon after a terror attack appears disrespectful.
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Emotional wounds must heal before cricket can resume.
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The current outrage shows that the second view dominates the public mood.
What’s Next?
As the Asia Cup 2025 approaches, the BCCI, Sehwag, and Sony Sports Network all face mounting pressure.
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Will Sehwag issue a clarification or apology?
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Will BCCI rework the promo or pull out of it entirely?
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Could India’s participation in the Pakistan clash itself be questioned?
One thing is certain: the “Shame On You” controversy has shifted the focus from cricketing excitement to a socio-political storm. Virender Sehwag
The India vs Pakistan match is usually celebrated as the most high-voltage encounter in world cricket. But in 2025, the hype has been overshadowed by grief, anger, and distrust. Unless action is taken, the Asia Cup could risk becoming less about sport and more about political symbolism. Virender Sehwag
The “Shame On You” backlash is more than just about a promo. It reflects the deep emotions tied to cricket in India, where the sport is inseparable from national identity. Virender Sehwag
At a time when the country is still mourning the Pahalgam attack, the promo has struck the wrong chord. Whether the BCCI and Sehwag respond remains to be seen, but the controversy ensures that the Asia Cup 2025 build-up will be remembered for anger rather than excitement.
