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Tata Motors puts the steering wheel in Lionel Messi’s hands

The passenger vehicle unit will be partnering with a brand ambassador for the first time, with the Argentine football legend signing up as its global brand ambassador

BestMediaInfo Bureau | Mumbai | November 3, 2015

Mayank Pareek, President – Passenger Vehicle Business Unit, presenting the association jersey to Lionel Messi to welcome him as the global brand ambassador. Mayank Pareek, President – Passenger Vehicle Business Unit, presenting the association jersey to Lionel Messi to welcome him as the global brand ambassador.

After an exciting year of aggressive marketing campaigns for its new generation products like Zest, Bolt and GenX Nano, Tata Motors is all set to make new strides in marketing its new product line-up, inspired by its Horizonext strategy. The company has signed up football legend Lionel Messi in a long-term association as its global brand ambassador to promote and endorse its passenger vehicles globally. Tata Motors will roll out the first campaign, #madeofgreat, starring Messi, which has been conceptualized by Soho Square.

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’ and ‘self-belief’ which is epitomized by the confluence of two global brands - Tata Motors and Lionel Messi. The core idea of this campaign – ‘Made of Great’ – emerges from the inspiring thought ‘What drives us from within is what makes us great’. The company will soon launch an exclusive, limited edition merchandising range related to this association.

Announcing the association, Mayank Pareek, President, Passenger Vehicle Business Unit, said, “We are very excited to have Lionel Messi on board. He has talent and 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 the ‘What drives us from within is what makes us great’ campaign.”

Pareek added, “Tata Motors is driven by design, technology and strives towards excellence. Through this powerful campaign we will communicate the values and 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 the 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, 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 the 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.”

The first campaign, #madeofgreat, is hinged on the company’s philosophy of providing best-in-class innovations in the passenger vehicles segment with a combination of stunning design, thrilling performance and exciting new technologies. The campaign builds upon Tata Motors’ DNA of trust, authenticity, reliability, simplicity, as well as its commitment to innovation.

The Soho Sqaure creative team is led by Kunal Jeswani, Anuraag Khandelwal and Satish deSa who spent over five months on the making of this campaign. It has been directed by Daniel Ben Mayor and filmed by international experts in Barcelona. Tata Motors has used the best graphic expert, Ambassador, to bring alive the visual experience. 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.

Tata Motors has bagged over 51 awards for its innovative marketing campaigns in the last fiscal year. The company has evolved as an aggressive marketer with its go-to-market strategy and innovative consumer engagement plans.


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