MR.DIY has launched its ‘Genie’ campaign, the second chapter in its partnership with actor Rajkummar Rao, reinforcing the brand’s promise of making everyday shopping effortless.
The campaign’s hero film features Rao as a genie who realizes he’s out of a job because MR.DIY already fulfills every everyday household need with real products, not magic. The humorous narrative positions the brand as a dependable alternative to wishful thinking, offering 15,000+ products across home improvement, décor, utilities, stationery and lifestyle, all accessible and affordable.
This builds on the brand’s July 2024 film, where Rao played a witty reporter discovering MR.DIY’s range, establishing the tagline “Milega kya, mat pooch MR.DIY has sabkuch“. The ‘Genie’ campaign takes that message forward, using humor to show that MR.DIY functions as a “new-age genie,” always available, fully stocked, and designed for real-world needs.
The value retail chain operates stores across India with a focus on Tier-II and Tier-III cities, positioning itself as the go-to destination for practical, affordable home and lifestyle products.