NEW AMBASSADOR: Barcelona soccer player and one of the world's most recognisable sportsman Lionel Messi was unveiled as Tata's ambassador for their passenger vehicles division. Image: Supplied
• 1st Tata brand ambassador
• 1st Indian brand endorsed by Lionel Messi
• Global ambassador for passenger vehicles
Mumbai, India - Tata Motors has signed football star, four consecutive times 'Best Player of the World', Lionel Messi, in a long-term association as it global brand ambassador to promote and endorse its passenger vehicles, globally.
Messi will spearhead the campaign called #madeofgreat. Tata says the core idea of the campaign is based on consumer insight and rides on a strong consumer motivation of ‘Seeking Excellence’ and ‘Self Belief’ which is epitomised by the confluence of two global brands.
Mayank Pareek, Passenger vehicle business unit president, said: "We are very excited to have Lionel Messi on board. He is talent galore with conviction and 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."
Barcelona star 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.
"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."