Tata Motors Sign Lionel Messi As Its Global Brand Ambassador


Lionel Messi Tata Motors India
L to R : Argentina's Lionel Messi and Mayank Pareek, President Tata Motors (Passenger Vehicle Unit)
In a huge marketing move to enhance its reputation across all its global markets, Tata Motors has signed the football maestro from Argentina - Lionel Messi. This is the first Indian brand ever to be endorsed by the footballing great. 
“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,” says the football ace Lionel Messi
Tata Motors has been trying a lot to re-brand itself recently with various initiatives and gimmicks such as the launch of Horizonext platform which focuses on the customer experience, the launch of all new products such as Bolt, Zest and GenX Nano and now signing the 28-year old Barcelona forward to help make a buzz in the world market.


Ever since Mayank Pareek (fromer CMO at Maruti Suzuki) joined Tata Motors as President (Passenger Vehicle Unit) there has been a transformational change in the brand and marketing strategies of Tata Motors passenger business unit.
“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.” says Mr. Mayank Pareek, President, Passenger Vehicle Business Unit, Tata Motors.
Tata Motors sold 13,488 units of passenger vehicles in September 2015 which is minuscule compared to 1,06,083 vehicles sold by market leader Maruti Suzuki. In terms of market share in September 2015, Tata Motors ranked 5th behind Maruti Suzuki, Hyundai, Mahindra and Honda.


Will this move help Tata Motors gain anything? Market Share, Brand Equity? Hard to tell at this moment, lets find it out on paper by scanning the sales reports in the next few months to judge whether signing Messi helped Tata Motors or not. Stay with us!

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About Vivek Manjarekar

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