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Swaraj Tractors renews MS Dhoni partnership and launches the Bharosa campaign, highlighting trust, reliability, and a strong connection with Indian farmers through upcoming 2026 marketing initiatives.
Swaraj Tractors renewed its endorsement deal with MS Dhoni on February 23, 2026.
The company launched a new integrated campaign titled ‘Bharosa’ focusing on trust.
Dhoni personally uses a Swaraj tractor on his farm, adding authenticity to the partnership.
The renewed deal will support the launch of a new product for progressive farmers.
Dhoni will feature in multiple campaigns across digital platforms throughout 2026.
In a major brand development, Swaraj Tractors, part of the Mahindra Group, has officially renewed its endorsement agreement with former Indian cricket captain MS Dhoni. The announcement was made on February 23, 2026, marking a new strategic phase in the long-standing partnership between the tractor brand and the cricket icon.
The company has also launched a new integrated marketing campaign titled ‘Bharosa’, which means trust, to highlight shared values of power, reliability, and dependability.
According to Swaraj Tractors, the association with MS Dhoni has grown beyond a regular celebrity endorsement. The company describes the partnership as a key pillar of its brand strategy.
One of the unique aspects of this collaboration is Dhoni’s personal connection with the brand. He actively uses a Swaraj tractor on his own farm, which adds authenticity and credibility to the association. This real-life usage strengthens the bond between the brand and its rural customer base, especially farmers who value trust and performance.
Gaganjot Singh, CEO of the Swaraj Division at Mahindra & Mahindra Ltd., said that MS Dhoni’s image as a dependable and performance-driven leader reflects the core values of Swaraj Tractors.
He emphasized that Dhoni’s personality aligns closely with what Swaraj stands for — strength, reliability, and trust. Singh also shared that the renewed partnership will play an important role in expanding the company’s market presence across India.
The endorsement is expected to support the launch of a new upcoming product designed specifically for progressive Indian farmers. While details of the product are yet to be revealed, the company confirmed that the collaboration will be central to its marketing strategy in 2026.
Along with the renewal announcement, Swaraj Tractors introduced its new campaign, ‘Bharosa’, focusing strongly on trust - a key factor in tractor buying decisions.
The integrated campaign is being rolled out across major social media platforms such as:
YouTube
Through this digital push, the company aims to reinforce its brand identity among rural consumers and strengthen emotional connections with farmers across the country.
The campaign highlights the idea that farmers need machines they can depend on, just as India depended on Dhoni during his cricketing career.
Founded in 1974 and headquartered in Punjab, Swaraj Tractors has built a strong reputation in India’s agricultural machinery sector. The company manufactures tractors ranging from 15 HP to 65 HP, catering to small, medium, and large-scale farmers.
In addition to tractors, Swaraj also produces:
Farm machinery
Harvesters
As a division of the Mahindra Group, Swaraj benefits from the global strength of its parent organization. The Mahindra Group operates in more than 100 countries and employs over 324,000 people worldwide. It is also recognized as the world’s largest tractor company by volume.
Under the renewed agreement, MS Dhoni will continue to appear in multiple marketing campaigns throughout 2026. These campaigns will span across various platforms, strengthening Swaraj’s visibility in both rural and semi-urban markets.
The company believes that Dhoni’s strong connection with farmers and rural India will help drive deeper engagement and brand loyalty.
With the renewal of MS Dhoni’s endorsement and the launch of the ‘Bharosa’ campaign, Swaraj Tractors is clearly focusing on trust-driven branding. By combining authentic association, digital outreach, and upcoming product innovation, the company aims to strengthen its position in India’s competitive tractor market. The extended partnership signals a long-term vision centered on reliability, performance, and a deeper connection with Indian farmers.