Swaraj Tractors has announced the renewal of its long-standing association with former Indian cricket captain MS Dhoni as the brand’s endorser, ushering in a new strategic phase of collaboration. A part of the Mahindra Group, the company continues to build on a partnership grounded in shared values and authenticity.
The association has evolved into a key pillar of Swaraj’s brand journey, especially after Dhoni personally chose a Swaraj tractor for his own farm operations — reinforcing genuine, real-world credibility and strengthening the brand’s connect with the farming community.
Over the years, Dhoni has played a significant role in enhancing Swaraj’s brand visibility while strengthening customer trust and consideration. His grounded personality, strong credibility, and dependable image closely align with Swaraj’s core values of power, reliability, and trust, further reinforcing the brand’s positioning among 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.”
The extended partnership will see Dhoni feature in Swaraj’s upcoming integrated campaigns across platforms and play a key role in building momentum around the brand’s next big product introduction, designed for the evolving needs of progressive Indian farmers.
Ushering in the next phase of its association with MS Dhoni, Swaraj Tractors has also launched a new campaign “Bharosa” celebrating unmatched power, trust and reliability -a natural reflection of the values embodied by both the brand and cricketing icon. Here are the links for the new campaign
