JioMart has roped in cricketer Mahendra Singh Dhoni as its brand ambassador. Additionally, the brand has also re-branded its festive campaign as JioUtsav, Celebrations Of India. The campaign is starting from October 8 2023.
According to the company, the JioUtsav brand is designed and conceptualised in a way to adapt to all celebrations of India.
Talking about the development, 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. 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.”
With a refreshed approach, JioMart aims to establish itself as an integral partner to Indian families in their celebrations.
The JioUtsav campaign emphasises on the inference that Dhoni has given the nation several occasions to celebrate but has missed being a part of them.
Moreover, 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 teammates to which the niece suggests him to buy a new phone from JioMart’s array of brands and offers on electronics.
The campaign will see an intensive 360-degree drive covering TVC, print, digital, OOH and BTL.