Tata Motors has appointed Argentinean footballer and Spanish club Barcelona forward Lionel Messi as its global brand ambassador. The 28-year-old, four-time FIFA Ballon d'Or winner will promote and endorse the company's passenger vehicles globally, beginning with the first campaign – #madeofgreat.
"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," said Lionel Messi.
The first campaign, #madeofgreat, with Messi will highlight Tata's design, performance and new technologies. The campaign directed by Daniel Ben Mayor has already been filmed in Barcelona. The association of Tata Motors with Messi has been described as a long-term partnership, which is expected to be a multi-year deal.
It is clear that the Argentinean footballer will have a big role to play in the launch of Tata's upcoming Kite hatchback and promotions globally thereafter. The car is expected to be launched before the end of this year.
Tata Motors' decision to rope in Messi, one of the most sought-after sportspersons, for brand endorsement indicates how important Kite is for the company.
"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. 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. This is the first campaign in the series and many more will unfold as we move on in this long-term association. We hope our customers like this new campaign and we look forward to their continued support," said Mayank Pareek, President, Passenger Vehicle Business Unit, Tata Motors.