Mumbai,November 3: Ace footballer Lionel Messi will endorse Tata cars and utility vehicles (UVs) in India and globally, Tata Motors Ltd said in a statement on Monday.
The decision to appoint a brand ambassador, for the first time, comes as the maker of Nano, Indica, Safari, Zest and Bolt brands struggles to connect with the young, upwardly mobile car buyers in a competitive car market, where rivals such as Maruti Suzuki India Ltd, Hyundai Motor India Ltd and Honda cars Ltd have had greater success.
The idea behind engaging Messi is to "break from the clutter", said Mayank Pareek, president of the passenger vehicle business unit at Tata Motors.
"The connect with Messi, who personifies excellence and self belief will be immediate and the effect a multiplier one," he said.
This is the first time the firm's passenger vehicle business will launch a campaign with a star brand ambassador. The first campaign will roll out on Tuesday.