JioMart, a subsidiary of Reliance Retail, has enlisted Mahendra Singh Dhoni as its brand ambassador, who will make an appearance in a 45-second promotional video.
In a statement, the company said, “In addition, JioMart has re-branded its festive campaign to JioUtsav, Celebrations Of India, which will go live on October 8, 2023. The JioUtsav campaign emphasizes 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.”
“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’ is 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 the fruition of our efforts to democratize digital retail,” said Sandeep Varaganti, chief executive officer of JioMart, in a release issued on Friday.
At present, JioMart collaborates with more than 1,000 artisans and offers a diverse range of 150,000 distinct products.
On the occassion, 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.”
The movies are designed to showcase JioMart’s versatile expertise across various categories, as well as to celebrate the festive atmosphere and the fantastic shopping offers and discounts offered on the platform.
Last year, JioMart embraced a horizontal, cross-category approach, offering an extensive range of products across various segments. The platform expanded its selection by onboarding a variety of Reliance-owned brands, including Urban Ladder, Reliance Trends, Reliance Jewels, Hamleys, and others, further enhancing the diversity of offerings.