Regardless of how “fantastico” the re-branded Tata Tiago is or isn’t, having Lionel Messi’s star power attached to your car can move mountains when it comes to marketing.
This is the Tiago’s first on-screen appearance in a commercial ever since it was given this name, as Tata decided to stop calling it the Zica – because of the mosquito-born Zika virus.
As for Messi, he is his usual self in this video, smiling and having a good time, pretty much just like with every other commercial we’ve seen him in, though as brand ambassador his responsibilities are greater than those of an athlete who is simply endorsing the product.
After the name-change, the Tiago even made an appearance at this year’s Geneva Motor Show where it was wearing a light shade of blue, roof rails and sportier wheels compared to the orange model they used to film this commercial.
The Tiago is currently available in India with a choice of two engines – a 1.2-liter petrol unit with 84 PS and 114 Nm (84 lb-ft) of torque, and a three-cylinder diesel unit, good for 69 PS and 140 Nm (103 lb-ft) of torque. Among its best features we can count the Harman infotainment system, the cooled glovebox, the ‘Corner Stability Control’ system and the multi-function steering wheel.