Tata Motors which is struggling in passenger car segment started to run new brand campaign with famous football player Lionel Messi. Tata Motors Branding Strategy is our latest report. Taking such steps are helpful to match company vision and target. However it is really helpful and support to company if all parameters have been analyses carefully. If all important criteria are not study properly then it could be either low return of investment or negative ROI. We have done detail study on "Mis-managed Commercials and its impact on Automobile Sales" which was published on May 2013. This study showed the impact of celebrities on brand value and its conversion ration into sales.
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There should be always some reflection of brand ambassador image, position, perception, professional and product. Here it would be better value proposition if Messi would be Brand ambassador of Tata owns Jaguar Land Rover brand. It can penetrate easily, effectively, better result oriented and better ROI for the company.
Lionel Messi said at after contract, "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. I was once in India with the 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," the back-to-back four-time World Player of the Year added.
To start with, the Barcelona player will star in Tata Motors' '#madeofgreat' campaign.
Mayank Pareek, President, Passenger Vehicle Business Unit, Tata Motors said, "We are very excited to have Lionel Messi on board. He is talent galore with conviction and is an icon for today's youth. Watching him play football is magical. His determination on the field is awe-inspiring. He is a winner who is trustworthy, reliable, pioneering, simple and driven by self-belief, which is the core idea of this campaign – 'What drives us from within is what makes us great.'
"Through this powerful campaign,we will communicate the values and ethos of the passenger vehicle business. As we look to expand our footprint across the globe, Messi's unique ability to appeal globally, transcending geographies, makes him the ideal person to represent our brand, internationally.
"This is the first campaign in the series and many more will unfold as we move on in this long-term association," he added.