SWARAJ TRACTORS, part of the Mahindra Group, has renewed its partnership with MS Dhoni as brand ambassador, extending an association that has become central to the company’s brand journey.
The relationship began after the former India captain adopted a Swaraj tractor for his own farming operations, and has since evolved into a strategic collaboration. According to the company, Dhoni’s grounded personality, credibility and dependable image closely mirror Swaraj’s core values of strength and trust, while also boosting brand visibility and customer consideration.
As part of the renewed agreement, Dhoni will feature in upcoming integrated campaigns across multiple platforms. He will also support the launch of Swaraj’s next major product, aimed at meeting the changing demands of progressive Indian farmers.
Marking the next chapter of the partnership, Swaraj Tractors has unveiled a new campaign titled ‘Bharosa’, highlighting the themes of power, reliability and enduring trust.
Swaraj Division M&M Ltd CEO Gaganjot Singh 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.”
