JioMart ropes in cricket icon Mahendra Singh Dhoni as its brand ambassador

Indian cricket icon Mahendra Singh Dhoni has been roped in as the brand ambassador of Reliance Retail’s JioMart, a leading e-marketplace in the country. The announcement was made on Friday as JioMart re-branded its festive campaign as JioUstav, Celebrations Of India, which will go live on October 8, 2023. “The JioUtsav campaign emphasises 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,” said Reliance Retain in a release. Dhoni will also be seen in a 45-second film. ‘Very excited to come on-board with JioMart’ “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," Dhoni said.

“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,” the cricket icon added. ‘Dhoni a perfect fit for our brand ambassador’ “We found a perfect fit in MS Dhoni as our brand ambassador with his personality representing trust, reliability and assurance, just like JioMart,” Sandeep Varaganti, CEO, JioMart, said. “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,” Varaganti said. JioMart has always focused on promoting regional artisans and currently the platform is working with more than 1,000, selling 1.5 lakh unique products.

Also, as part of the campaign shoot, Varaganti presented a Madhubani painting to Dhoni which was made by Ambika Devi, an award-winning artisan from Bihar. This signifies the focus JioMart has on not only offering products and the best experience to customers but also enabling millions of artisans and SMBs to conduct business with ease. Network18 and TV18 – the companies that operate Firstpost – are controlled by Independent Media Trust, of which Reliance Industries is the sole beneficiary