MESSI NEW FACE OF TATA CARS
ROPED IN AS GLOBAL AMBASSADOR
Tata Motors on Monday roped in football star Lionel Messi as its new brand ambassador to promote and endorse its passenger vehicles globally.
Tata Motors, which has lost market share in the car market in the last few years, embarked on a new turnaround plan in 2014 with a strategy to launch two products each year till 2020. Tata Motors has already launched the Zest compact sedan and the Bolt hatchback and it will focus on taking these new offerings to consumers with aggressive and innovative marketing.
With Messi, Tata Motors is looking to connect with younger car buyers by tapping the footballer’s global brand value, which will also help the company in marketing itself across geographies.
“Most companies in India endorse either celebrities or cricketers. Our study shows that football is the new cool for young Indians,” said Mayank Pareek, president of Tata Motors’ passenger vehicle business.
Messi has signed a twoyear deal and the first campaign #madeofgreat will kick off on Tuesday. The company will also soon launch an exclusive, limited edition merchandising range of this association.
“I have always been fascinated by India. Tata Motors is a true representation of India and a well-established brand, globally,”
Messi said.