Tata Motors have brought on board the best in the business to arrest their dwindling fortunes in the automotive market. Lionel Messi, arguably the best footballer in the world, may or may not succeed in reviving Tata’s market share as brand ambassador, but his involvement is nothing short of a coup. The Argentina captain will promote and endorse Tata’s passenger vehicles, globally.
Mayank Pareek, the president of Tata motors, passenger vehicle business unit, says, “The biggest challenge that is being addressed with this association is that we want customers to associate our brands with the ‘cool’ quotient.” Using Messi’s achievements, they are hoping for success for themselves too. Tata Motors have launched the first campaign from this association – #madeofgreat filmed in Barcelona.
Messi is endorsing an Indian brand for the first time, and said, “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 wants to reinvent themselves and the strategy couldn’t be better, but can Messi do for Tata what Hugh Jackman did for Micromax? He can do better, provided he is used not just for visual appeal. It would help if he drives around Barcelona in a Tata car… after all, how’s he an ambassador if he doesn’t drive the car?