Tata Motors partners with Wizcraft for on-ground activation of #madeofgreat campaign

Wizcraft will undertake a multi-city activation to allow new Tata Motors brand ambassador and football legend Lionel Messi to engage with fans

BestMediaInfo Bureau | Delhi | November 16, 2015

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Wizcraft International Entertainment has joined hands withTata Motors to create another experiential marketing campaign. Tata Motors recently announced LionelMessi as their first global brand ambassador for their Passenger Vehicles business. The inspirationalcampaign #madeofgreat debuted on TV screens on November 3, 2015, followed by digital and outdoor campaigns.Tata Motors has partnered with leading events agency, Wizcraft to take this campaign to the next level with an all-new exciting on-ground multi-city activation.

The on-ground activation will further build on the #madeofgreat campaign and allow the public to engage with their favourite football star at many levels. Backed by radio, including RJs on-ground, the objective is to reach out to the millions of Lionel Messi fans across India and give them an opportunity to connect with the maverick footballer.

An augmented reality app has been specially created to allow people to get a snap clicked with Lionel Messi, along with an opportunity to record a video message on- the- spot welcoming him to the country. All of this would be a part of the larger digital engagement showcasing the scale and width of the #madeofgreat campaign.

Wizcraft has been working closely with Tata Motors in successfully launching their next generation series of passenger vehicles including the Zest, Bolt and GenX Nano, ensuring that all stakeholders, including media and consumers, are energized and activated. Starting this month, Wizcraft will execute several on-ground events and experiential activations till March 2016 to make sure the right buzz is created about the offerings.

Commenting on the association, Sandeep Mehta, Vice President, Wizcraft International Entertainment,said, “We are honoured to have been selected as the on-ground experiential activation partner for this larger-than-life project, which is also going to go down in history as a defining juncture for Tata Motors. Tata Motors is the largest Indian automobile manufacturer and Lionel Messi is arguably the best footballer in the world, and their partnership promises to forge a connection between the company and a new generation of consumers. Since this is a grand moment for all of us involved, it was imperative to build a strong campaign to propel this association to newer heights. As part of the #madeofgreat campaign, we have planned an entire array of events and activations that are going to go a long way in building awareness about this campaign. The aim is to reach out to the millions of Tata loyalists and other consumers and spread the key messaging of this association.”

As a brand, Tata Motors focuses on reliability, excellence and a commitment to innovation and Messi's story of overcoming hurdles to reach the pinnacle of success is a reflection of Tata Motors' own journey.

DelnaAvari, Head, Marketing Communications and Services, Passenger Vehicle Business Unit,Tata Motors, said, “We are very excited to have Lionel Messi on board. He is a winner who is trustworthy, reliable, pioneering, simple and is 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. Wizcraft as always is committed to push the envelope and we are sure they will perfectly execute this powerful campaign, which will successfully expand our footprint. Having worked with them in the past, I am sure they will yet again hit new records and support us in our endeavour to excite our customers.”

As an organization, Wizcraft is now focusing strategically on brand related campaigns thereby ensuring that they are able to deliver experiences which would otherwise not have been possible.

The TVC:

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