Swaraj Tractors, a part of Mahindra Group, today announced the renewal of its partnership with Mahendra Singh Dhoni as the brand’s endorser. The alliance has evolved into a strategic pillar of Swaraj’s evolution, ever since the former Indian skipper chose a Swaraj tractor for his own farm operations, adding authenticity and field-tested credibility to the relationship.
Their new digital campaign, ‘Bharosa,’ ushers the next phase of their association. It upholds power, trust, and reliability — values shared by both the brand and the cricket icon.
Dhoni has not only enhanced the brand’s visibility, but has also strengthened customer consideration for Swaraj Tractors.
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Commenting on the continued association, Gaganjot Singh, CEO, Swaraj Division M&M Ltd, said, “Dhoni reflects the ethos of Swaraj — authentic and consistently focused on performance. The partnership has helped us strengthen our connect with customers while reinforcing the values that define our brand. In the coming days, he will build greater resonance for Swaraj across markets and support our efforts to present the brand with contemporary energy and outlook.”
The extended alliance will feature Dhoni in Swaraj’s upcoming integrated campaigns. He will play a key role in their next big product introduction, designed for the evolving needs of progressive Indian farmers.
