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MS Dhoni Becomes Brand Ambassador for JioMart, New Ad Campaign Unveiled

JioMart, a subsidiary of Reliance Retail, has announced cricketer and former Indian captain MS Dhoni as its brand ambassador. The Indian e-commerce company has also unveiled its rebranded festive campaign, "JioUtsav, Celebrations of India," set to launch on October 8.

By: Rekha Joshi  Pardaphash Group
MS Dhoni Becomes Brand Ambassador for JioMart, New Ad Campaign Unveiled

In an exciting development, Reliance Retail’s JioMart has announced the appointment of former Indian cricket captain, MS Dhoni, as its brand ambassador. The Indian e-commerce giant has also revamped its festive campaign, now titled “JioUtsav, Celebrations of India,” set to go live on October 8.

The new campaign, according to a press release by Reliance Retail, focuses on the idea that Dhoni has given the nation numerous reasons to celebrate but has often missed being part of these moments. With renewed enthusiasm, he is now determined to embrace all moments of joy, festivity, and special occasions with his loved ones.

Sandeep Varaganti, CEO of JioMart, expressed delight in having Dhoni on board, stating that his personality embodies trust, reliability, and assurance—qualities that align seamlessly with JioMart’s values. He emphasized the campaign’s essence, highlighting the celebration of life’s special moments with loved ones and the integral role of “shopping” in these festivities. Varaganti also noted the platform’s significant growth in non-metro regions, constituting around 60 percent of overall sales, showcasing the success of their efforts to democratize digital retail.

In response, Dhoni expressed his strong identification with JioMart’s values and purpose. He praised JioMart’s commitment to supporting India’s digital retail revolution and celebrated the platform’s vibrant campaign, which pays homage to India’s culture, people, and festivals. Dhoni eagerly anticipates being part of the shopping journey for millions of Indians.

As part of the collaboration, Dhoni will feature in a 45-second promotional film for JioMart. Notably, JioMart also highlighted its dedication to promoting regional artisans, currently collaborating with 1000 artisans and offering 1.5 lakh unique products on the platform. The company underscored its commitment not only to providing top-quality products and customer experiences but also to facilitating seamless business for millions of artisans and small and medium-sized businesses (SMBs).

This partnership not only marks an exciting alliance between a cricketing legend and a leading e-commerce platform but also reinforces JioMart’s commitment to celebrating the essence of India and its diverse heritage through the “JioUtsav, Celebrations of India” campaign.

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