"We are very excited to have Lionel Messi on board. He is talent galore with conviction and is an icon for today's youth.
Tata Motors have signed up football superstar and international sports icon Lionel Messi as global brand ambassador for their passenger vehicles division. Tata have pulled off a bit of a coup since this is the first time that Messi will be endorsing an Indian brand.
Speaking after signing the long-term contract, Lionel Messi said, "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.
Tata Motors, which owns the Jaguar Land Rover brand, is on an aggressive car launch spree with the likes of Zest, Bolt and GenX Nano unveiled recently.