Mahendra Singh Dhoni, a former captain of the Indian cricket team, has been named the brand ambassador for JioMart, Reliance Retail announced on Friday.

On October 8, the e-commerce site will also launch its JioUtsav promotion in advance of the Indian holiday season. According to the firm, Dhoni will appear in a 45-second commercial showcasing the fun and commotion of the celebrations in order to record any moments he could have missed.

According to a release from JioMart, “The JioUtsavcampaign emphasises on the inference that Dhoni has provided the country with several opportunities to celebrate but has missed taking part in them.”

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

Being an indigenous e-commerce firm, JioMart is motivated by a purpose to support the digital retail revolution in India, and I completely identify with and echo those principles, Dhoni continued.

Sandeep Varganti, the CEO of JioMart, claims that non-metro sales make up 60% of the company’s total revenues. Similar to last year, the retail behemoth intends to promote its cross-category strategy this year and keep expanding as a one-stop shop with a wide range of products.

According to the firm, “the films are conceptualised to highlight JioMart’s cross-category expertise, the celebration of the holiday spirit, and the fantastic shopping deals and discounts available on the platform.”

JioMart has added brands from the conglomerate itself, including Urban Ladder, Reliance Trends, Reliance Jewels, and Hamleys, expanding the e-marketplace’s selection of electronics, fashion, and home goods.

“MS Dhoni is the ideal choice for our brand ambassador because, like JioMart, his personality stands for trustworthiness, dependability, and certainty. With our loved ones, our new ad encourages celebrating life and all of its great moments, with shopping playing a central role in the fun, the CEO remarked.

More than a thousand craftsmen are also reportedly on board JioMart, according to Reliance Retail, in an effort to make it easier for small and medium-sized businesses to sell their goods across the country.

An announcement highlighting the success of the JioMart-Meta relationship in the domestic retail market stated that JioMart had previously experienced a 7-time spike in monthly orders over WhatsApp compared to the same period last year. According to JioMart and WhatsApp, their alliance has “proven to be one of the most successful partnerships in the domestic retail space” as they celebrated their one-year anniversary of working together.

Through WhatsApp chat services, customers can now easily browse and shop for essential household necessities thanks to the cooperation.