Lionel Messi becomes brand ambassador for Tata Motors

Tata’s audio visual advertorial content have almost always been excellent and tasteful. The company is now taking things to the next level with Lionel Messi onboard as its global brand ambassador on a long term association

Tata’s Horizonenext strategy that has been put in place to take the brand forward with newer models such as the Zest compact sedan and Bolt. Staying along those lines, Tata Motors has now signed on four consecutive time best soccer player of the world Lionel Messi as its global brand ambassador for endorsing passenger vehicles from Tata’s stables in a long-term association. The start of this association will be rolled out under a new campaign, #madeofgreat starring Messi.

The company states that the #madeofgreat campaign builds on Tata’s DNA of trust, authenticity, reliability, simplicity, as well as its commitment to innovation. The new campaign has been conceptualized by Tata Motors and Soho Square Advertising & Marketing Communications. The creative agency developing the campaign spent five months on making the campaign. A team of international experts filmed it in Barcelona. Wizcraft is bringing this campaign alive on-ground, while DigitasLBi and SMG Convonix are seeding it across the digital platform, with Lodestar UM spearheading the media strategy.

Announcing the association, Mayank Pareek, President, Passenger Vehicle Business Unit, said, “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.”

Endorsing an Indian brand for the first time, the magician of football and an inspiring youth icon, Lionel Messi 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 Argentina National Team and I hope to visit it again. Tata Motors is a true representation of India and a well-established brand, globally. It is important to believe in yourself and keep pushing to achieve success and that is what the first campaign stands for. I hope together we are able to inspire many more.”

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