Reliance Retail’s e-commerce platform, JioMart, has made a significant move by enlisting Indian cricket legend Mahendra Singh Dhoni as its brand ambassador. This announcement comes in conjunction with the rebranding of JioMart’s festive campaign, now named JioUtsav: Celebrations Of India, set to launch on October 8, 2023.
The heart of the JioUtsav campaign revolves around Dhoni’s personal narrative. It emphasizes the instances when he provided the nation with reasons to celebrate but remained aloof from those moments. Now, with newfound enthusiasm, Dhoni is determined to actively partake in all occasions of joy, festivities, and special events with his loved ones. The campaign’s centerpiece is a 45-second film featuring the cricketing icon.
Sandeep Varaganti, CEO of JioMart, expressed their rationale behind choosing Dhoni, stating, “We found a perfect fit in MS Dhoni as our brand ambassador with his personality representing trust, reliability, and assurance, just like JioMart.” He further highlighted JioMart’s focus on digital retail democratization, emphasizing that non-metro regions constitute 60% of their overall sales, indicating a promising growth trajectory.
JioMart, known for championing regional artisans, collaborates with over 1000 artisans, offering 1.5 lakh unique products. As part of their commitment to promoting indigenous craftsmanship, Varaganti presented a Madhubani painting made by award-winning artisan Ambika Devi from Bihar to Dhoni during the campaign shoot.
Dhoni’s say –
Dhoni shared his excitement about the collaboration, stating, “I strongly identify with the values JioMart stands for. India’s vibrant culture, people, and festivals are beautifully encapsulated in JioMart’s JioUtsav campaign.” He expressed eagerness to be part of the shopping journey of millions of Indians.
JioMart’s recent strategic approach includes a cross-category expansion, incorporating products ranging from electronics and fashion to beauty and home décor. The platform has onboarded renowned Reliance-owned brands such as Urban Ladder, Reliance Trends, Reliance Jewels, and Hamleys, enriching the selection for consumers. The campaign films are designed to showcase JioMart’s expertise across categories, the spirit of celebration, and the attractive deals and discounts available on the platform.
With Dhoni’s charisma and JioMart’s customer-centric approach, the collaboration marks a significant stride in redefining digital retail experiences for Indians, promising a vibrant and celebratory shopping journey for millions across the country.
