Mumbai: Reliance Retail’s JioMart, one of the country’s leading e-marketplaces, has roped in Indian cricket icon, Mahendra Singh Dhoni as brand ambassador. Dhoni will be seen in a 45-second film. 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 on the inference that Dhoni has given the nation several occasions to celebrate but has missed being a part of them.

Sandeep Varaganti, CEO, JioMart, said, “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, 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.”

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 expansion is in line with JioMart’s aim of becoming India’s largest home-grown e-marketplace.