Wait… Rajkummar Rao? The DIY guy?
 Yes, you heard that right. The man who’s played everything from a ghostbuster in Stree to a closeted cop in Badhaai Do is now the face of screws, tools, kitchen organisers, and car accessories. In 2025’s wildest brand move yet, MR.DIY just tapped Rao as their new brand ambassador and honestly, it makes more sense than you think.

But let’s rewind. Because this isn’t your average celebrity endorsement. This is a carefully crafted character study in how to build trust with India’s new middle class. And Rajkummar, with his “aam aadmi but make it quirky” vibe, is the perfect casting choice.

Who Is MR.DIY & Why Should You Care?

If you haven’t seen their yellow-and-black signage at a mall near you, MR.DIY is one of Southeast Asia’s largest home improvement retailers and now rapidly expanding across India. With over 150 stores and a product range that goes from stationery to plumbing tools, they’re essentially your neighbourhood fix-it-all stop only, way more organised and way less shady.

So why do they need a Bollywood hero? Because this isn’t about hammer sales. It’s about brand storytelling in a market where relatability sells more than glitter.

Rajkummar Rao Is Not a Bollywood Hero. He’s Your Hero.

Think about it. He’s not Hrithik Roshan. He doesn’t scream luxury lifestyle. He screams middle-class hustle. Whether he’s fixing a broken relationship on screen or building a career from scratch off screen, Rajkummar embodies exactly what MR.DIY stands for: grounded, authentic, practical, and quietly brilliant.

He’s the kind of actor who doesn’t need a six-pack to sell a story. And MR.DIY is the kind of brand that doesn’t need celebrity glitz to move product. This is synergy, not stardom.

The Psychology of This Endorsement? Genius.

In a market flooded with aspirational ads trying to sell you a lifestyle you can’t afford, MR.DIY plays a different game. They don’t want to dazzle you. They want to understand you. And nothing screams “I get your daily struggles” like Rajkummar Rao fixing a leaky tap or buying Rs. 99 car fresheners. It’s the kind of real-world branding move that connects with India’s Tier 2 and Tier 3 hearts.

This partnership says:
“You don’t need to be rich to be resourceful.”
 “You don’t need a toolkit to fix your life, just a little jugaad and a lot of intent.”

And that’s how you go from retail chain to emotional brand.

Low-Key, This Is a Branding Masterstroke

This isn’t a celeb lending his face to a logo. This is character-driven marketing—where the ambassador is the brand. In fact, if MR.DIY were a person, it would probably be Rajkummar Rao: neat, functional, no-nonsense, with unexpected depth.

And let’s be honest between influencers doing #ADs for toothpaste and A-listers selling chips, this? This feels fresh. Strategic. Human.

 More Than a Brand Deal, This Is a Cultural Shift

With this move, MR.DIY is planting its flag in a powerful idea: relatability is the new luxury. And in a world where everyone’s screaming to be seen, brands that whisper truths hit the hardest.

Would You Buy a Hammer From Rajkummar Rao?

Because we would. And we’d trust him to fix our sink and our situationship.
 Is this the start of a new era of real-brand x real-people marketing? Or just a clever fluke?