Tata Motors appoints Lionel Messi as global brand ambassador

"The idea behind engaging Messi is to break from the clutter”, said Mayank Pareek, President of Tata Motors' passenger vehicle business unit

Tata Motors announced Lionel Messi as its global brand ambassador to better connect with the consumers across the world and boost sales of its passenger vehicles. 

The company's passenger vehicle division will on Tuesday launch the official campaign with the star soccer player.

"The idea behind engaging Messi is to break from the clutter”, said Mayank Pareek, President of Tata Motors' passenger vehicle business unit.

“The connect with Messi, who personifies excellence and self belief will be immediate and the effect a multiplier one,” he added.

Pareek said that the association with Messi is also part of a plan to expand the Tata Motors footprint in newer markets. This is the first campaign in the series and many more will unfold, he added.

It may be recalled that in November last year, Tata Motors hired Pareek, who was Head of Sales & Marketing at Maruti Suzuki India, to turn around its passenger vehicles business.

In a bid to lift the fortunes of its passenger vehicle division, Tata Motors launched the Zest sedan in September 2014 and the Bolt hatchback in July this year.