Barcelona striker, Lionel Messi, has teamed up with Tata Motors becoming their new brand ambassador.

This is the first time that the Indian automaker, which owns the Jaguar-Land Rover group, is directly associating its image with a brand ambassador. The long-term partnership will see the Argentinian football player promoting and endorsing Tata passenger vehicles globally.

The association campaign, which will include video spots, has received its own hashtag: “#madeofgreat”, which Tata says, comes from the inspiring thought of “What drives us from within is what makes us great”. The “brand association”, as Tata Motors likes to call it, will launch an exclusive and limited edition merchandising range.

Messi commented:

“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 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 first spots with Messi have been conceptualized by Tata Motors and Soho Square Advertising & Marketing Communications. The agency team spent more than five months preparing them.

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