mkb95
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NEW DELHI: After Hero signed on legendary golfer Tiger Woods as a global brand ambassador, another homegrown auto brand — Tata Motors - got on board a top global sporting celebrity as it roped in Argentinian great Lionel Messi to promote its passenger cars.
Messi, a four-time winner of the best football player of the world award who is the captain of the Argentine team, has been roped in for a period of two years as Tata Motors looks to work his brand power to turnaround its fortunes.
"The idea is to engage with young people and we found that football and Messi had a lot of connect with the youth," Tata Motors president, Passenger Vehicle Business Unit, Mayank Pareek said.
The company did not disclose the money it is paying to Messi for the brand promotion, but it is believed to much lower than the over Rs 100 crore that Hero paid Woods.
To begin with, Tata Motors will roll-out the association campaign, #madeofgreat, starring Lionel Messi. This is the first time ever that the company's passenger vehicle business will be undertaking an overall brand association campaign - 'What drives us from within is what makes us great', with a brand ambassador.
"Through this campaign, we will communicate the values and ethos of the passenger vehicle business," Pareek said.
The company looks to expand its footprint across the globe and Messi's unique ability to appeal globally, transcending geographies, makes him ideal person to represent Tata Motors' brand, internationally, he added.
Speaking about the association, Messi said he was geared up to connect with Indian audience. "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," he said. "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."
source- Tata Motors ropes in soccer legend Lionel Messi to turnaround car volumes - The Times of India
almost every company(regardless of country) wants big celebrity to promote their product.where is the desperation part come in?
