Reliance Retail appoints MS Dhoni as JioMart's new brand ambassador

Reliance Retail has appointed former Indian cricket team captain Mahendra Singh Dhoni as the brand ambassador of JioMart, the retail giant announced on Friday.

The e-commerce platform will also roll out its JioUtsav campaign on October 8, ahead of the festive season in India. This campaign will feature Dhoni in a 45-second film where he will be seen celebrating the joys of and the buzz during the festivities to capture for moments that he might have missed, the company said.



"The JioUtsavcampaign emphasizes on the inference that Dhoni has given the nation several occasions to celebrate but has missed being a part of them," JioMart said in a release.

The 42-year-old cricketer said that the JioUtsav campaign is an ode to the celebration of India and its people.

"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," Dhoni added.

According to the CEO of JioMart, Sandeep Varganti, non-metro sales account for 60 per cent of JioMart's overall sales. Like the previous year, this year too the retail giant plans to highlight its cross-category approach and continue to grow in a one stop shopping place, offering products across segments.

"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," the company highlighted.

JioMart has onboard brands like Urban Ladder, Reliance Trends, Reliance Jewels, Hamleys from the conglomerate itself, furthering the e-marketplace to augment its range from electronics to fashion and beauty to home décor.

"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," the CEO said.

Reliance Retail also boasts to have more than a thousand artisans aboard JioMart in an attempt to enable several small and medium businesses to sell their products with ease across the nation.