Mohali: Swaraj Tractors, part of the Mahindra Group, has announced the renewal of its long-standing association with former Indian cricket captain MS Dhoni as the brand’s endorser, marking the beginning of a new strategic phase in the partnership.
Built on shared values of power, trust and reliability, the association has evolved into a key pillar of Swaraj’s brand journey. The relationship gained authenticity when Dhoni chose a Swaraj tractor for his own farm operations, reinforcing real-world credibility and deepening the connection between the brand and its core agricultural audience.
Over the years, Dhoni’s association has enhanced Swaraj’s brand visibility and strengthened customer consideration. His grounded persona, credibility and dependable image closely mirror Swaraj’s positioning as a powerful and trustworthy partner for Indian farmers.
Commenting on the continued association, 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 and supporting our efforts to present the brand with contemporary outlook and energy while staying true to its legacy.”
As part of the renewed collaboration, Dhoni will feature in Swaraj’s upcoming integrated campaigns across platforms and play a pivotal role in building momentum around the brand’s next major product introduction, tailored to the evolving needs of progressive Indian farmers.
Marking the next chapter of the association, Swaraj Tractors has also launched a new campaign titled “Bharosa”. The campaign celebrates the shared values of unmatched power, trust and reliability — attributes embodied by both the brand and the cricketing icon. Through the new DVC, Swaraj aims to reinforce its emotional and functional connect with farmers, positioning itself as a dependable partner in their growth journey.
