JioMart appoints Mahendra Singh Dhoni as brand ambassador

 JioMart, one of India's leading e-marketplaces, has roped in Mahendra Singh Dhoni as its brand ambassador starting with the auspicious time of the festive season this year. JioMart not only brings in a new leading face to represent the brand but has also re-branded its festive campaign as JioUtsav, Celebrations Of India, starting from October 8 2023. 

The JioUtsav brand is designed and conceptualized in a way to adapt to all celebrations of India. From festivals to moment marketing, it encompasses the celebratory, hopeful, happy and positive spirit of all occasions. With this refreshed approach, JioMart aims to establish itself as an integral partner to Indian families in their celebrations.

The JioUtsav campaign emphasizes 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. Dhoni will be seen in a 45-second film. 

Samir Ratanjankar, Senior VP, JioMart, said, “As brand JioMart, we identify with the credibility and trust that MS Dhoni embodies. His persona appeals to audiences across all segments and demographics, from GenZs to millennials too. In JioMart’s brand journey, we are at an important juncture of building a robust multi-category platform, just like MS Dhoni’s all-round capabilities on the field. He has achieved many extraordinary milestones and has given us many occasions to celebrate the nation’s victories and with this campaign we give our consumers a chance to celebrate with him!”

The film opens with Dhoni watching a video with his niece and reminiscing his career and years gone by and the fact that while he was busy achieving laurels for the nation, he has missed being part of many celebratory occasions with his family and friends. He decides that this year he will rekindle friendship and old connections by reaching out and calling his friends, coaches and team mates to which the niece suggests him to buy a new phone from JioMart’s array of brands and offers on electronics. Continuing this momentum, his niece keeps introducing him to the great deals available on JioMart for mithais and gifts he could share with his loved ones when he meets, to getting the house ready with top-notch home décor and also to get him fashionably ready in the best of festive wear available on JioMart.

The films are conceptualized 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. The campaign’s category led film cuts will cover deals on Electronics, Home & Kitchen and Fashion, all showcasing how MS Dhoni is celebrating the Festive Season this year. The campaign will see an intensive 360-degree drive covering TVC, print, digital, OOH and BTL.