Reliance Retail’s JioMart, a prominent e-commerce marketplace in India, has enlisted the legendary Indian cricket icon, Mahendra Singh Dhoni, as its brand ambassador. As part of this collaboration, JioMart has rebranded its festive campaign to “JioUtsav, Celebrations Of India,” scheduled to launch on October 8, 2023. This campaign centers around the idea that Dhoni has provided numerous opportunities for the nation to celebrate through his cricketing feats but has often missed out on being part of these celebrations. With renewed enthusiasm, Dhoni is now determined to embrace and celebrate all moments of happiness, festivities, and special occasions with his loved ones.
45-second promotional film
Dhoni’s role as brand ambassador will be showcased in a 45-second promotional film that accompanies the campaign. Sandeep Varaganti, CEO of JioMart, expressed that Mahendra Singh Dhoni is the perfect fit for the brand ambassador role, given his personality embodies trust, reliability, and assurance, much like JioMart itself. The campaign’s essence lies in celebrating life and its special moments with loved ones, where “shopping” plays an integral role in these festivities. Notably, non-metro regions currently contribute to approximately 60 percent of JioMart’s total sales, highlighting the steady growth and success of their efforts to democratize digital retail.
Promoting regional artisans
Furthermore, JioMart has always been committed to promoting regional artisans. The platform presently collaborates with over 1,000 artisans, offering a diverse range of 1.5 lakh unique products. As part of the campaign shoot, Sandeep Varaganti presented a Madhubani painting created by Ambika Devi, an award-winning artisan from Bihar, to Mahendra Singh Dhoni. This gesture underscores JioMart’s commitment not only to providing top-quality products and customer experiences but also to facilitating ease of doing business for millions of artisans and small-to-medium-sized enterprises (SMBs).
Response to this collaboration
In his response to this collaboration, Mahendra Singh Dhoni conveyed his strong identification with and endorsement of the values upheld by JioMart. Being a homegrown e-commerce brand, JioMart is on a mission to support the digital retail revolution in India. Dhoni recognizes India for its vibrant culture, people, and festivals, and the JioMart JioUtsav campaign is a tribute to the celebration of India and its people. He expressed great excitement about joining forces with JioMart and becoming part of the shopping journey for millions of Indians. This partnership symbolizes a harmonious blend of India’s cricketing legacy and its thriving e-commerce landscape.
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