Rajkummar Rao Goes Undercover: MR.DIY’s New Campaign Film Redefines Affordable Shopping

There’s no denying that Rajkummar Rao knows how to slip into any character — from intense biographical roles to quirky rom-com heroes. But his latest role has caught everyone by surprise: the award-winning actor is now playing an undercover reporter in a refreshingly relatable new campaign film for MR.DIY — India’s rapidly expanding retail chain for everyday essentials.

MR.DIY’s latest ad campaign cleverly uses Rajkummar’s charm, wit, and everyman appeal to spread a simple yet powerful message: smart shopping doesn’t have to be complicated, and savings can be found closer to home than you think.

Let’s break down how this campaign works, why Rajkummar Rao is the perfect fit for it, and what it tells us about how MR.DIY is building a loyal community of budget-savvy shoppers in India.

Who is MR.DIY? A Quick Refresher

First, a quick refresher for those new to the brand. MR.DIY, originally from Malaysia, is now a familiar name across Asia. With over 2,000 stores globally and growing, the brand has made a name for itself by offering a wide range of home improvement, household, hardware, stationery, toys, car accessories, and personal care items — all under one roof and at affordable prices.

In India, MR.DIY has been steadily expanding its footprint, setting up convenient neighborhood stores where people can find practical products for everyday life — from mops and storage boxes to décor, tools, and even quirky knick-knacks. Their promise? Good quality essentials at prices that don’t pinch the pocket.

The Big Idea: Shopping Smarts, Reporter Style

In the new campaign film, Rajkummar Rao dons the hat of an investigative reporter — complete with a mic, notepad, and an inquisitive attitude. His mission? To get to the bottom of how regular families manage their monthly expenses without burning a hole in their wallets.

The film opens with Rajkummar walking through a bustling street market, casually stopping people to ask, “What’s your secret to saving money?” The responses are as real as they get — from moms who swear by smart budgeting, to young couples who say they wait for deals, and students who hunt for the best prices on everything from stationery to home décor.

The twist comes when Rajkummar reveals the ultimate hack that ties them all together — MR.DIY. With tongue-in-cheek humor, he shows how these smart shoppers have one thing in common: they visit MR.DIY for their household needs and find value in its wide range and low prices.

Why Rajkummar Rao is the Perfect Choice

MR.DIY’s decision to bring Rajkummar Rao on board is clever for many reasons. Unlike typical celebrity brand ambassadors who rely on star power alone, Rajkummar brings relatability. He’s the everyman star — charismatic yet grounded, versatile yet approachable. His on-screen presence is marked by authenticity and a natural ease that audiences trust.

In the film, Rajkummar’s easy banter and witty lines keep the narrative light-hearted yet impactful. He doesn’t “sell” MR.DIY; he simply nudges people to look around and discover how saving can be a lifestyle — not just a deal-hunting race.

A Campaign That Mirrors Real India

One of the reasons the campaign stands out is its slice-of-life storytelling. MR.DIY isn’t promising overnight miracles or fancy luxury; it’s talking to the millions of Indian families who juggle household budgets every month, make careful choices, and value practicality.

In the ad, you see typical shoppers — young professionals setting up their first rental flat, parents picking up school supplies for kids, or homemakers looking for practical kitchen gadgets. The settings — a neighborhood market, a friendly local store — feel familiar. The message: good deals shouldn’t be complicated, and your local MR.DIY is the neighborhood hero that quietly makes it possible.

Breaking the Big Retailer Stereotype

For many urban shoppers, ‘affordable retail’ often means crowded markets, endless price bargaining, or seasonal sales chaos. MR.DIY wants to change that perception. With organized aisles, transparent pricing, and consistently low everyday prices, the brand combines the trust of a neighborhood kirana with the convenience of modern retail.

The campaign underlines this point without being preachy. Rajkummar, in his ‘reporter avatar’, brings it alive through genuine customer interactions and subtle humor. Instead of glitzy sets or dramatic punchlines, the film keeps it real — just like MR.DIY’s promise.

How the Film Connects With Today’s Value-Conscious Shopper

A big insight driving MR.DIY’s strategy is that today’s shoppers aren’t just bargain hunters; they are value seekers. They care about durability, convenience, and spending smartly. MR.DIY’s massive product range — often with local tweaks to suit Indian homes — hits this sweet spot.

By weaving this into an entertaining narrative with Rajkummar Rao, the campaign strikes an emotional chord. It says: “Smart shopping isn’t just about big sale days; it’s about the everyday choices that add up.”

Beyond TV: Going Big on Digital

While the ad film is already live on TV and digital channels, MR.DIY is amplifying its impact with shorter clips, social media interactions, and influencer shout-outs. Rajkummar’s presence on Instagram and his connection with urban and semi-urban audiences help extend the campaign’s reach.

On social media, the brand encourages shoppers to share their own #DIYSavings stories, creating a ripple effect of real-life endorsements. User-generated content, testimonials, and store walk-throughs keep the narrative fresh and community-driven.

Why MR.DIY’s Timing Is Spot-On

The campaign comes at a time when Indian consumers are rethinking spending habits. The pandemic reshaped how people shop — there’s greater focus on mindful spending, stocking up on practical household items, and buying local whenever possible.

MR.DIY’s stores — often located in residential hubs and easily accessible — fit perfectly into this ‘neighborhood essential store’ trend. By reinforcing its ‘value for money’ promise with an engaging campaign, the brand is reminding shoppers: “You don’t have to travel far, wait for mega sales, or compromise on quality to shop smart.”

Rajkummar’s Sign-Off: A Smile and a Nod

True to his style, Rajkummar Rao wraps up the film with a simple, disarming smile — “Ab aap bhi reporter ban jao. Apne ghar ke smart shopping secrets share karo!” (Now you become a reporter too — share your own smart shopping secrets!)

It’s not a hard sell. It’s an invitation — a nudge to join a growing community of people who believe that smart choices, small savings, and practical buys make a big difference.

What This Means for MR.DIY’s Brand Story

Over the past few years, MR.DIY has steadily built a loyal base by focusing on the basics: a wide variety of products, everyday affordability, and stores that feel local and friendly.

This new film with Rajkummar Rao adds a layer of emotion and entertainment. It brings the brand’s practical promise to life in a way that sticks — not with flashy discounts, but with storytelling that mirrors how people actually live and shop.

Final Thoughts: A Campaign That Clicks

MR.DIY’s new campaign with Rajkummar Rao works because it feels honest. It’s not about big claims but about small truths — that saving a little on everyday things leaves more room for life’s bigger dreams.