Chennai: Indian automobile giant Tata Motors Ltd on Monday announced it has signed-up Argentine footballer Lionel Messi as its global brand ambassador for its passenger vehicles.

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In a statement, Tata Motors said it has signed-up Messi in a long-term association as its global brand ambassador to promote and endorse its passenger vehicles globally.

This is the first time ever that the passenger vehicle business will be undertaking an overall brand association campaign with a brand ambassador, it said.

To start with, Tata Motors will first roll-out the association campaign, #madeofgreat, starring Messi.

"As we look to expand our footprint across the globe, Messi's unique ability to appeal globally, transcending geographies, makes him ideal person to represent our brand, internationally," said passenger vehicle business unit president Mayank Pareek.

Messi said: "Namaste India. I am very excited about my first association with an Indian brand and am extremely thrilled to be a part of the Tata Motors family.

"I have always been fascinated by India and have heard such great things about this diverse country. I was once in India with Argentina National Team - and I hope to visit it again." 

Messi also noted Tata Motors "is a true representation of India and a well-established brand, globally". 

"It is important to believe in yourself and keep pushing to achieve success and that is what the first campaign stands for. I hope together we are able to inspire many more," he said.