Football superstar Lionel Messi has joined the Tata Motors team to play ball in the international automobile markets. The Indian carmaker has signed a long-term pact with the sports icon to endorse its range of passenger vehicles globally.
Announcing the association, Tata Motors passenger president (passenger vehicle business unit) Mayank Pareek said, "We are very excited to have Lionel Messi on board. 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."
Lionel will star in campaign 'What drives us from within is what makes us great' to be followed by several others. "Messi's 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. 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. Many more campaigns will unfold as we move on in this long-term association," Pareek added.
We’re thrilled to have Lionel Messi as Global Brand Ambassador @TataMotors! pic.twitter.com/DjEndTXFOc
— Mayank Pareek (@MayankPareek_) November 2, 2015
In a statement, the magician of football said he was thrilled to be part of the Tata Motors family. "Namaste India. I am very excited about my first association with an Indian brand. 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," he said, referring to Argentina vs Venezuela friendly he played at the Salt Lake stadium in Kolkata four years ago.
The ambitious foray into the global markets follows a year of aggressive marketing campaigns for its new generation products like Zest, Bolt and GenX Nano inspired by its Horizonext strategy.
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' 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 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.
Tata Motors has gotten on board Lionel Messi as its brand ambassador. Mayank Pareek tells us why Messi in particular
https://t.co/ccrHtX5fKJ
— ET NOW (@ETNOWlive) November 2, 2015
The Indian auto major is at a defining juncture in its evolution as it gears up to storm the market after years of lull. 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.
This campaign has been conceptualized by Tata Motors and Soho Square Advertising & Marketing Communications. The creative agency team lead by Kunal Jeswani, Anuraag Khandelwal and Satish deSa has spent over five months on the making of this campaign. It has been directed by Daniel Ben Mayor and filmed by team of international experts in Barcelona. Wizcraft will bring the campaign alive on-ground, while DigitasLBi and SMG Convonix will seed it across the digital platform, with Lodestar UM spearheading the media strategy.
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