Mohali: Swaraj Tractors, part of the Mahindra Group, has renewed its association with former Indian cricket captain MS Dhoni, taking the partnership into a new strategic phase while also unveiling its latest brand campaign titled “Bharosa.”
The continued collaboration highlights a relationship that goes beyond traditional celebrity endorsements. Dhoni’s connection with Swaraj carries rare authenticity — the cricket legend is not just the brand ambassador but also an actual Swaraj tractor owner for his own farming operations. In marketing terms, that’s what experts call “real credibility.” In farmer terms, that’s simply called “apna aadmi.”
A Partnership Rooted in Trust — Not Just Advertising
Swaraj said Dhoni’s grounded personality, dependable public image and performance-focused mindset strongly mirror the brand’s own positioning around power, trust and reliability.
Over the years, the association has helped Swaraj strengthen visibility across rural markets while reinforcing customer confidence — much like Dhoni’s calm presence once reassured millions of cricket fans during nail-biting run chases.
Leadership Speaks
Gaganjot Singh, CEO, Swaraj Division, M&M Ltd., said:
“MS Dhoni reflects the ethos of Swaraj — dependable, authentic, and consistently focused on performance. This partnership has helped us strengthen our connect with customers while reinforcing the values that define the brand. As we move ahead, his association will play an important role in building greater resonance for Swaraj across markets while supporting our efforts to present the brand with contemporary outlook and energy.”
New Campaign: ‘Bharosa’ Takes Centre Stage
Alongside the partnership renewal, Swaraj has launched its new integrated campaign “Bharosa,” celebrating the shared values of:
- Power
- Trust
- Reliability
The campaign aims to position Swaraj tractors as dependable partners for progressive Indian farmers — the kind that show up every season, every harvest, and unlike some weather forecasts, actually deliver.
Bigger Role Ahead for Dhoni
Under the renewed agreement, Dhoni will feature prominently in upcoming integrated campaigns across digital, television and on-ground platforms. He is also expected to play a central role in building anticipation around Swaraj’s upcoming major product introduction targeted at evolving farming needs.
Strategic Significance
For Swaraj, the renewed association comes at a time when India’s agricultural mechanisation market is rapidly modernising. By combining Dhoni’s mass appeal with its legacy of farmer-focused engineering, the brand aims to strengthen its emotional connect while staying competitive in an increasingly technology-driven tractor segment.
And if Dhoni’s cricket career taught us anything, it’s this — partnerships built on calm confidence and consistent performance tend to last longer than most IPL contracts.
