With Lionel Messi being the Global Brand Ambassador for Tata Motors, and this being his first Indian brand partnership, a welcome was definitely due. To engage with his vast fan base in India, the Great Indian Welcome was conceptualized.
How it worked:
Lionel Messi’s fans were given a chance to welcome the legend himself in their own unique ways. They could upload videos, photos or simply tell us how they’d like to welcome him into this Indian partnership.
The winner would get an all-expense paid trip to Barcelona
Here are some of the entries we received:
This campaign received 96.9 million impressions with 120 entries from across the countries.
Here’s the winning entry:
(WINNER ANNOUNCEMENT CREATIVE)
What this campaign did was involve the audience in the partnership in an immersive manner. It brought them on board and gave them a sense of ownership in this global association in an engaging way. This was in line with Tata Motors’ endeavor to keep the customer at the heart of things
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