Reliance Retail’s JioMart, a prominent player in India’s thriving e-commerce landscape, has enlisted the iconic Indian cricketer, Mahendra Singh Dhoni, as its esteemed brand ambassador. Furthermore, JioMart is set to unveil its revamped festive campaign, titled “JioUtsav: Celebrations Of India,” which is scheduled to launch on October 8, 2023.

The heart of the JioUtsav campaign revolves around the profound notion that while Dhoni has consistently provided the nation with numerous reasons to celebrate, he has often found himself on the sidelines, missing out on these joyous occasions. With renewed determination and enthusiasm, Dhoni now ardently seeks to partake in every moment of happiness, revel in the spirit of festivities, and cherish those special occasions alongside his beloved ones. This compelling narrative featuring Dhoni will be beautifully portrayed in a captivating 45-second film.

Sandeep Varaganti, CEO, JioMart, says, “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% of our overall sales, a sign of gradual growth and a true testament to fruition of our efforts to democratize digital retail.” 

JioMart has always focused on promoting regional artisans. The platform currently works with 1000+ artisans, selling 1.5 lakh unique products. In fact, as part of the campaign shoot, Varaganti presented a Madhubani painting made by Ambika Devi, an award-winning artisan from Bihar to Dhoni. 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.

Mahendra Singh Dhoni, says, “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.”

The films are conceptualised to highlight the cross-category expertise of JioMart, the celebration of the festive spirit and the great shopping deals and discounts available on the platform.

Last year, JioMart adopted a horizontal, cross-category approach offering products across segments. From electronics to fashion and beauty to home décor, JioMart has onboarded Reliance-owned brands including Urban Ladder, Reliance Trends, Reliance Jewels, Hamleys among others to further augment the selection on the platform. This rapid expansion is in line with JioMart’s aim of becoming India’s largest home-grown e-marketplace.