Mr.DIY unveils Rajkummar Rao ‘Genie’ campaign for easy shopping

MUMBAI: Mr.DIY has rolled out its latest campaign with actor Rajkummar Rao, unveiling a playful ‘Genie’ twist that positions the brand as the answer to everyday needs without relying on magic. The new film marks the second chapter in the retailer’s ongoing partnership with the actor and reinforces its promise of making daily shopping simple, convenient and clutter-free.

In the hero film, Rao appears as a genie who discovers he is surprisingly redundant. With Mr.DIY offering more than 15,000 products across home improvement, décor, utilities, stationery and lifestyle, even a genie finds himself outmatched by a store that already has everything covered. The humour-driven storyline taps into real-life needs and gently pokes fun at wishful thinking, highlighting the brand as a reliable solution for everything from tiny fixes to everyday essentials.

The campaign builds on the brand’s 2024 film where Rao, playing a sharp-witted reporter, explored Mr.DIY’s vast range and helped establish the now-familiar tagline Milega kya, mat pooch, Mr.DIY has sabkuch. The new chapter takes that message forward by showing the brand as a modern genie of sorts, always accessible, fully stocked and tailored for real-world living.

Mr.DIY continues to expand its footprint across India, particularly in Tier II and Tier III cities, where it has positioned itself as the go-to destination for practical and affordable home and lifestyle solutions. The ‘Genie’ campaign aims to strengthen that connection by keeping the brand relatable, fun and firmly rooted in everyday convenience.