In an attempt to boost the brand value, Tata Motors has roped in soccer superstar Lionel Messi(28), as their global brand ambassador. Tata Motors is the first Indian brand endorsed by the Argentina born Messi. This is also the first time ever that the passenger vehicle business will be undertaking an overall brand association campaign with a brand ambassador.
The first campaign under this association is called #madeofgreat, filmed in Barcelona and directed by Spanish director Daniel Benmayor, is ready to be rolled out. Tata Motors says the campaign is based on consumer insight and rides on a strong consumer motivation of ‘Seeking Excellence’ & ‘Self Belief’. Made of Great emerges from the inspiring thought of ‘What drives us from within is what makes us great’. The Company will also launch limited edition merchandising range of this association.
Mayank Pareek, President, Passenger Vehicle Business Unit says – “We are very excited to have Lionel Messi on board. He is talent galore with conviction & 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.’ Tata Motors is driven by design, technology and strives towards excellence. Through this powerful campaign we will communicate the values & ethos of the passenger vehicle business. As we look to expand our footprint across the globe, Messi’s unique ability to appeal globally, transcending geographies, makes him ideal person to represent our brand, internationally. This is the first campaign in the series and many more will unfold as we move on in this long-term association. We hope our customers like this new campaign and we look forward to their continued support.” (Tata Motors press release)