Reliance Retail’s JioMart has announced the signing of former India captain Mahendra Singh Dhoni as its brand ambassador.
Meanwhile, JioMart has also announced to rebrand its festive campaign to JioUtsav, Celebrations Of India, which, it said, will go live on October 8, 2023.
“The JioUtsav campaign emphasizes on the inference that Dhoni has given the nation several occasions to celebrate but has missed being a part of them. So, with renewed vigor, he is determined to celebrate all moments of happiness, festivities and special occasions with his loved ones. Dhoni will be seen in a 45-second film,” the company said in a statement.
“This signifies the focus JioMart has on not only offering products and best experience to customers but also enabling millions of artisans and SMBs to conduct business with ease,” it added.
Commenting on the development, Sandeep Varaganti, CEO, JioMart, said: “We found a perfect fit in MS Dhoni as our brand ambassador with his personality representing trust, reliability and assurance, just like JioMart. Our new campaign lends itself to celebrating life and all its special moments with our loved ones, ‘shopping’ being an integral part of this revelry. Non-metro regions currently account for around 60 per cent of our overall sales, a sign of gradual growth and a true testament to fruition of our efforts to democratize digital retail.”
On the other hand, Dhoni said: “I strongly identify and echo with the values that JioMart stands for, being a homegrown e-commerce brand, they are driven by a purpose to support the digital retail revolution in India. India is known for its vibrant culture, people and festivals, JioMart’s JioUtsav campaign is an ode to the celebration of India and its people. I am very excited to come on-board with JioMart and be a part of the shopping journey of millions of Indians.”
Dhoni, known for his unorthodox leadership, had retired from international cricket in August 2020. The Ranchi lad is now only seen in action during the cash-rich IPL for the Chennai Super Kings (CSK).
Under Dhoni, CSK won the record-equalling fifth IPL title in the 2023 edition.