Tata Motors partners footballer Lionel Messi as the global brand ambassador for its passenger vehicles

The company has signed-up the football player star, 4 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.

To start with, Tata Motors will first roll-out the association campaign, #madeofgreat, starring Lionel Messi.

This is the first time ever that the Passenger Vehicle Business will be undertaking an overall brand association campaign with a brand ambassador. The campaign is based on consumer insight and rides on a strong consumer motivation of ‘Seeking Excellence’ & ‘Self Belief’ which is epitomized by the confluence of two global brands- Tata Motors and Lionel Messi.

The core idea of this campaign - Made of Great emerges from the inspiring thought of ‘What drives us from within is what makes us great’. The Company will also soon launch an exclusive, limited edition merchandising range of this association.

Announcing the association, Mayank Pareek, President, Passenger Vehicle Business Unit, said, “We are very excited to have Lionel Messi on board. He is talent galore with conviction & 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.’ Tata Motors is driven by design, technology and strives towards excellence. Through this powerful campaign we will communicate the values & 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.” 

Endorsing an Indian brand for the first time, the magician of football and an inspiring youth icon, Lionel 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. 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.”