In a really surprising move, Tata Motors roped in the football legend Lionel Messi as the brand ambassador. Tata Motors has been in a sticky wicket in the last few years. Once the Indica magic was over, Tata motors were not able to produce a volume player. Nano was a disappointment and the company watched its competitor rolling out best sellers year after year.
The company had been working hard behind the scenes under the revival strategy named Horizon Next. The first two products under this plan were the Zest and Bolt. Both gained good reviews in the market, but the baggage of the Tata Motors brand was pulling down any scope for a spectacular show.
Perception is powerful and often enduring and it is not easy to change perceptions. The lack of perfection and nagging complaints of earlier Tata Motors cars created strong perceptions which are proving to be a tough nut to crack. Tata Motors is one of those brands which people know, like and trust but doesn't want to buy.
The big endorsement from Messi is another effort of Tata Motors to change perceptions. The brand knew that it is losing out from the mind of the younger generation. With the competition in the Indian market is global, nothing less than a global icon will do for a brand like Tata Motors.
The company is currently running the endorsement campaign named " Made of Great ".
Watch the ad here: Tata Motors Made of Great
The ad is all about Messi. The new campaign is all about Messi and Tata Motors attempt to make some connect with this iconic football player.
The Messi effect would come into play with the new launches of Tata Motors. According to news reports, the new launch Tata Kite was teased in the above-mentioned ad. The new launches would benefit from this high profile endorsement.
While Messi would rekindle some interest in Tata Motors, what is important is to make good the flaws that created the perception that is preventing brands from Tata Motors to have customer preference in the buying process. Products from Tata Motors are in the bottom of the consideration set in most cases. Consumers will consider products for purchasing only if caters to some minimum requirements. Sadly somewhere the products of Tata Motors is lacking ( or perceived to be lacking ) on those vital parameters.
Hopefully, as the ad goes, Tata Motors would rediscover those factors which make the products great.