Soho Square Mumbai spreads joy with football legend Lionel Messi in new spot for Tata Tiago

| | No Comments

Tiago1.jpgThis 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, a living football legend, and 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. The simple premise is backed up with a peppy song that sets the mood of the commercial.

Tiago.jpgVivek 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.”

Credits –

ECD and Creative Head: Anuraag Khandelwal

Creative Team: Vihar Patkar, Ishrath Nawaz, Manoj Bhagat & Pratik Kamat

Production House: Déjà vu Films

Executive Producer: Manasvi Gosalia

Director: Daniel Benmayor