Soccer Superstar Lionel Messi is Tata Motors Brand Ambassador now!
Dated: November 03, 2015
Automotive legends Tata Motors has roped in soccer superstar Lionel Messi as their global brand ambassador for its passenger vehicles portfolio. As per research, every costomer evaluates 2.6 brands before buying a passenger car. Tata Motors, India’s largest automobile company, is hoping to be in the considered set amongst its target group when they buy a passenger vehicle.
"The idea is to engage with young people and we found that football and Messi had a lot of connect with the youth," Tata Motors president, Passenger Vehicle Business Unit Mayank Pareek.
He said the contract with Messi is for two years, which can be extended. To start with, Tata Motors will first roll-out the association campaign, #madeofgreat, starring Lionel Messi.
This is the first time ever that the company's passenger vehicle business will be undertaking an overall brand association campaign -- 'What drives us from within is what makes us great', with a brand ambassador.Tata Motors would be the first Indian brand endorsed by the Argentina-born Messi (28). This is also the first time ever that the passenger vehicle business will be undertaking an overall brand association campaign with a brand ambassador.
Continuing with its launch of Zest, Bolt and GenX Nano this year, Tata Motors has lined up an aggressive roll-out strategy. "Every year starting from 2014, we have decided to launch two products right up to 2020,"says Delna Avari, head - marketing communication and services, passenger vehicle business unit, Tata Motors.
The campaign has been conceptualized by Ogilvy's agency Soho Square, under the creative charge of the two executive creative directors Anuraag Khandelwal and Satish deSa . Shares Kunal Jeswani, CEO - Ogilvy Group, India Board Member in charge of Soho Square, "Tata Motors was embarking on a brand transformation journey and the core task was to increase brand relevance amongst the under 35 consumer."