Has TaMo scored a goal with Messi's #madeofgreat campaign?

Moneycontrol BureauOn Monday, Tata Motors announced it had roped in global footballing superstar Lionel Messi as the global brand ambassador for its passenger vehicles business.The move to align itself with a brand ambassador is a first in the company's history. But by bringing in a globally-recognized face for a cost that reports say is as much as it would have had to pay for a Bollywood star -- about Rs 12-15 crore -- it is a sound decision.It appears to have been driven by Mayank Pareek, who previously headed the sales and marketing function at the country's largest carmaker Maruti Suzuki.Pareek told Mint that Messi as brand ambassador will help the company "break from the clutter" and help it differentiate itself from leaders such as Maruti, Hyundai and Honda who appear to have a firm grip on the market. (Watch the company's first campaign, released today, below.)

In the same piece, Pareek, president of the company's passenger vehicle business, conceded that having only a brand ambassador may not be able to turn around a company's fortunes.But he added that company would was working in departments such as quality and after-sales service to improve its fortunes.With a market share of 5.2 percent, the company is the fifth-largest domestic player in the Indian market. Its rather lacklustre run has resulted from a negative customer perception regarding issues of quality, a dated lineup of vehicles and poor after-sales support.Having said that, Tata Motors has managed to arrest the decline in its market share following last year's launch of the Zest compact sedan and Bolt hatchback.Even as both cars have had an under-whelming sales record yet, analysts said the vehicles -- part of the company's new HorizonNext strategy -- were the best Tata vehicles that have been produced.Messi's appointment also comes at a critical juncture: with Tata Motors' planning to shake off its dismal record of fresh vehicle launches, with two new launches every year till 2020.A small hatchback, Kite, is slated to be launched soon, followed by a sedan on the same platform as well as a compact SUV.Will Lionel Messi as brand ambassador help turn around Tata Motors' fortunes in India? Tell us what you think.