In a major marketing initiative, auto major Tata Motors has roped in soccer superstar Lionel Messi as global brand ambassador for its passenger vehicles portfolio.
The company has signed-up the four-time winner of the best football player of the world award and Argentine captain Messi as global brand ambassador to promote and endorse passenger vehicles, globally, Tata Motors said on Monday.
“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 said. 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.
“Through this powerful campaign we will communicate the values and ethos of the passenger vehicle business,” Pareek said. The company looks to expand its footprint across the globe and Messi’s unique ability to appeal globally, transcending geographies, makes him ideal person to represent Tata Motors’ brand, internationally, he added.