Mahindra Group's Swaraj Tractors has extended its brand partnership with former Indian cricket captain MS Dhoni, entering a new strategic phase anchored by a freshly launched campaign that highlights the shared values of power, trust, and reliability.
23 Feb 2026 | 1 Views | By Sarthak Mahajan
Swaraj Tractors announced on February 23, 2026, the renewal of its endorsement agreement with MS Dhoni, a relationship the company says has evolved beyond a conventional celebrity tie-up into a core pillar of its brand strategy. The company notes that Dhoni's personal use of a Swaraj tractor on his own ...
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Swaraj Tractors announced on February 23, 2026, the renewal of its endorsement agreement with MS Dhoni, a relationship the company says has evolved beyond a conventional celebrity tie-up into a core pillar of its brand strategy. The company notes that Dhoni's personal use of a Swaraj tractor on his own farm has lent the partnership a degree of authenticity uncommon in brand endorsements.
Gaganjot Singh, CEO of Swaraj Division at Mahindra & Mahindra Ltd., stated that Dhoni's image as dependable and performance-focused mirrors the values the brand aims to project to its customer base across India. Singh indicated the partnership would play a central role in expanding Swaraj's market presence and supporting the launch of a forthcoming product aimed at progressive Indian farmers.
Alongside the renewal announcement, Swaraj unveiled a new integrated campaign titled *Bharosa* — meaning trust — rolling out across social media platforms including Facebook, Instagram, and YouTube. The campaign is designed to reinforce the tractor brand's core identity among its rural consumer base.
Swaraj Tractors, established in 1974 and headquartered in Punjab, manufactures a range of tractors from 15 HP to 65 HP, alongside farm machinery and harvesters. It operates as a division of the Mahindra Group, which employs over 324,000 people across more than 100 countries and holds the position of the world's largest tractor company by volume.
The extended partnership will see Dhoni feature in upcoming campaigns across multiple platforms throughout 2026.