Tata Motors’ Investment In Messi Will Not Go Waste: Harish Bijoor


New Delhi: Lionel Messi’s decision to retire from international football has come as a shock for billions of football fans around the world. Messi’s decision to retire from international football will not affect his association with Tata Motors as its global brand ambassador, the automobile major said.

Brand strategist Harish Bijoor does not see Messi’s decision to have any impact on the footballer’s brand appeal. “Messi is a mind state…and whether is playing on the field or is retired will not make much of a difference. Investment of Tata Motors in Messi will thus not go waste.”

Mr Bijoor is optimistic that post retirement Messi will get more time to associate with Tata Motors. Messi announced his retirement today from international football after Argentina’s defeat against Chile in the Copa America Centenario final.

Roping in Messi was a major marketing initiative of Tata Motors which intended to increase its engagement with the young people through its association with the superstar. And this association will not change post-Messi’s announcement, said a company spokesperson.

Tata Motors had in November 2015 roped in the soccer superstar as global brand ambassador for its passenger vehicle portfolio in a two-year contract. The five-time winner of the best football player of the world award and Argentine captain was signed in to promote and endorse Tata Motors’ passenger vehicles globally.

Messi, who had for the first time endorsed an Indian brand, was recently seen promoting the company’s latest hatchback Tiago.