Tata Motors has signed-up the football player star, 4 consecutive times Best Player
of the World, Lionel Messi, in a long-term association as it global brand
ambassador to promote and endorse its passenger vehicles, globally. To start
with, Tata Motors will first roll-out the association campaign, #madeofgreat,
starring Lionel Messi.
This is the first time ever
that the Passenger Vehicle Business will be undertaking an overall brand
association campaign with a brand ambassador. The campaign is based on consumer
insight and rides on a strong consumer motivation of ‘Seeking Excellence’ &
‘Self Belief’. The core idea of this campaign - Made of Great emerges from the
inspiring thought of ‘What drives us from within is what makes us great’. The
Company will also soon launch an exclusive, limited edition merchandising range
of this association.
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 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.’ 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
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.”
Source: Tata Motors
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