Tata Motors on Monday announced that it had signed up Barcelona and Argentina star Lionel Messi as brand ambassador to promote and endorse its passenger vehicles, globally.
Tata Motors on Monday announced that it had signed up Barcelona and Argentina star Lionel Messi as brand ambassador to promote and endorse its passenger vehicles, globally. To start with, Tata Motors will first roll out the campaign, #madeofgreat, starring Messi.
The move is part of the company’s Horizonext strategy to promote and market its new product line-up, making it the first time that Tata’s passenger vehicle business will be undertaking an overall brand association campaign with a brand ambassador.
Announcing the association, Mayank Pareek, president, Passenger Vehicle Business Unit, said, “We are very excited to have Lionel Messi on board. He is talent personified and is an icon for today’s youth.
“Watching him play football is magical. His determination on the field is awe-inspiring. He is a winner who is trustworthy, reliable, pioneering, simple and driven by self-belief, which is the core idea of this campaign — ‘What drives us from within is what makes us great’.
“As we look to expand our footprint across the globe, Messi’s unique ability to appeal globally, transcending geographies, makes him the ideal person to represent our brand, internationally.”
Endorsing an Indian brand for the first time, the four-time global player of the year said, “Namaste India. I am very excited about my first association with an Indian brand and am extremely thrilled to be a part of the Tata Motors family. “I have always been fascinated by India and have heard such great things about this diverse country. I was once in India with the Argentina national team and I hope to visit it again.”
In its statement, the company said, “Right from his childhood, Messi overcame hurdles that came his way to become a football legend. Similarly, undeterred by competition and a challenging business environment, Tata Motors continues to stir up the passenger vehicle industry with its innovations. With this association, Tata Motors embarks on an exciting journey to connect with its global audiences effectively.”
This campaign around Messi was directed by Daniel Ben Mayor and filmed by a team of international experts.
