Tata Motors Journey in India has been a roller coaster as its latest offerings like Bolt, Zest, GenX Nano and new Safari Storme failed to generate any remarkable impact for the company. Owing to poor monthly sales, company is now looking to gain acceptance in the home turf as well as in international markets.
To improve the brand recognition globally and market share in India, Tata has now signed Argentinean footballer and four time FIFA world player of the year ‘Lionel Messi’ as its global brand ambassador for passenger car unit.
Just as you know, Lionel “Leo” Messi is a 28-year old footballer who is born in Roasario, Santa Fé, Argentina and plays for the Spanish football club FC Barcelona. He is also the captain of the Argentinean national team and regarded as one of the best player in the game and four consecutive FIFA player of the year award shows this guy’s talent and worthiness.
Tata Motors will roll-out the association campaign, #madeofgreat on 3rd November 2015 that would imitate company’s viewpoint of providing innovations in the passenger vehicles segment with a combo of new technologies. This is for the first time ever that the company is roped in with a brand ambassador like Lionel Messi for a brand association campaign.
According to the company, the campaign is based on consumer insight and rides high on consumer enthusiasm of ‘Seeking Excellence’ and ‘Self Belief’ which is symbolized by the convergence of two global brands- Tata Motors and Lionel Messi.
Tata also reveal that this will be a long term partnership and not a one-off deal, though the contract amount has not been revealed. Also, the Company will soon launch an exclusive, limited edition merchandising to commemorate this association.
Commenting on the association, 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.”
Announcing the association, Mr. Mayank Pareek, President, Passenger Vehicle Business Unit, said, “We are very excited to have Lionel Messi on board. He is talent galore with conviction & 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.’ 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.”