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Tata Tiago’s campaign features Lionel Messi

Conceptualised by Soho Square, the TVC comes on the back of a mega multi-media launch by Tata Motors

BestMediaInfo Bureau | Mumbai | October 26, 2016

Tata-Tiago-Lionel-Messi Click on the Image to watch the TVC.

Tata Tiago has launched a new TVC conceptualised by Soho Square featuring ace footballer Lionel Messi, who is also the global brand ambassador of Tata Motors. The commercial comes on the back of a mega multi-media launch by Tata Motors, also engineered by Soho Square.

The ad film starts with a schoolboy getting into a Tata Tiago and all his friends being surprised when they see that the person in the driver’s seat is Messi. They have good time but it is revealed in the end that the man in the driver’s seat is not Messi at all. The ad had used the concept of a kid’s fantasy of being close to his idol, when he goes out in his Tiago. The simple premise is backed up with a peppy song that sets the mood of the commercial.

Vivek Srivatsa, Marketing Head, Tata Motors, said, “The Tata Tiago is causing quite a stir in the market, and we expect the brand communication to do no less. This is our flagship product and a good car, the numbers speak for themselves. We don't want to just sell cars, we want to spread joy. We also wanted Messi to be used in a way that resonated with people who are not just football fans. We think the commercial does justice towards that end and shows the car in an endearing sort of way.”

Anuraag Khandelwal Anuraag Khandelwal

“Our objective was simple. We know that kids these days are big influencers in the car buying process. The fact that Messi is an icon for this generation of youth, seemed to make this commercial a perfect fit,” said Anuraag Khandelwal, ECD and Creative Head, Soho Square, Mumbai.

The TVC:



Client: Tata Tiago

Agency: Soho Square, Mumbai

ECD and Creative Head: Anuraag Khandelwal

Creative Team: Vihar Patkar, Ishrath Nawaz, Manoj Bhagat and Pratik Kamat

Production house: Déjà vu Films

Executive Producer: Manasvi Gosalia

Director: Daniel Benmayor

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