Tata Motors has launched a new TVC for the all new Tiago developed by Soho Square, Mumbai.
This new TVC comes on the back of a mega multi-media launch by Tata Motors, barely 7 months ago, that was also engineered by Soho Square. It features Lionel Messi, Global Brand Ambassador of Tata Motors. The ad uses a kid’s fantasy of being close to his idol, Messi, when he goes out in his Tiago.
Vivek Srivatsa, Marketing Head, Tata Motors said, “The Tata Tiago is causing quite a stir in the market, and we expect the brand communication to do no less. This is our flagship product and a good car, the numbers speak for themselves. We don't want to just sell cars, we want to spread joy. We also wanted Messi to be used in a way that resonated with people who are not just football fans. We think the commercial does justice towards that end and shows the car in an endearing sort of way.”
Anuraag Khandelwal, ECD and Creative Head, Soho Square, Mumbai said, “Our objective was simple. We know that kids these days are big influencers in the car buying process. That, and the fact that Messi is an icon for this generation of youth, seemed to make this commercial a perfect fit.”
Agency: Soho Square, Mumbai
ECD and Creative Head: AnuraagKhandelwal
Creative Team: ViharPatkar, Ishrath Nawaz, ManojBhagat& Pratik Kamat
Production house: Déjà vu Films
Executive Producer: Manasvi Gosalia
Director: Daniel Benmayor
You can watch the ad film here: