Tata Motors has recently announced Lionel Messi as the first global brand ambassador for Tata passenger vehicles business. The brand has also launched a TVC campaign made of great with the international football icon. The campaign which aired on November 3 on television is expected to be followed with a digital, outdoor and BTL campaign as well.
In an interaction with
Tata Motors spokesperson we try to gain insight on the brand’s vision on this association and its future ahead.
“Messi is a global icon and stands for attributes like cool, inspiring, innovative, simple, trusted and a self-driven human being. He connects with the audience that we want to connect with and thus he was the apt choice for Tata Motors, as he resonates with the three core values – Trustworthy, Pioneering and Cool.”- says the spokesperson when asked about the reasons behind Tata Motors association with Messi.
Talk about the recent campaign and experiential marketing activities associated with it, spokesperson adds, “#madeofgreat is a 360 degree campaign. Besides the TVC, we have rolled out the digital, outdoor, print and will be launching BTL campaigns as well.”
Though he did not reveal the kind of BTL campaigns Tata Motors will be launching in reference with this association but it is being speculated that Tata Motors has teamed up with Wizcraft for an all-new exciting on-ground multi-city activation which will involve the footballer and allow his fans to connect with him in a way never like before.
The brand has reportedly also launched an augmented reality app which will help the fans of Messi get photographed with him.
Speaking about the importance of experiential campaigns the spokesperson says, “Experiential marketing is very important as it allows customers to have better interface with the car. With the new Zest, Bolt and GenX Nano, we have rolled innovative and highly-engaging
experiential campaigns like Zest Studios, Bolt Arena and Nano Campus Diaries.”
To capitalize on the festive season Tata Motors is offering the special celebration edition range of passenger vehicles to rejoice the auspicious season with its customers. The celebration edition comprises of Bolt, GenX Nano, Safari Storme and Indigo with special celebration kit. The Zest Anniversary edition is also part of the offering. This range will be on sale till
November 15, 2015.
Tata Motors did not comment on the budget of the #madeofgreat campaign.
