Tata Motors has signed-up star football player Lionel Messi in a long-term association as it global brand ambassador to promote and endorse its passenger vehicles, globally. To start with, Tata Motors will first roll-out the association campaign, #madeofgreat, starring Lionel Messi.

This is the first time ever that the Passenger Vehicle Business will be undertaking an overall brand association campaign with a brand ambassador. The campaign is based on consumer insight and rides on a strong consumer motivation of ‘Seeking Excellence' & ‘Self Belief' which is epitomized by the confluence of two global brands- Tata Motors and Lionel Messi.

The core idea of this campaign - Made of Great emerges from the inspiring thought of ‘What drives us from within is what makes us great'. The Company will also soon launch an exclusive, limited edition merchandising range of this association.

Announcing the association, Mayank Pareek, President, Passenger Vehicle Business Unit, said, "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." 

Endorsing an Indian brand for the first time, Lionel Messi said, "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." 
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