Tata has rolled out its launch campaign for the Tiago. Conceptualised by Soho Square, the film features its global brand ambassador, Argentinian footballer Lionel Messi.
It opens with a garage opening and Messi driving the car out. As he gets onto the road, he takes the car into a puddle of water, causing water to be splashed onto a group of children. As Messi puts out his hand to apologise, the children exclaim 'fantastico' as they look at the car and the footballer. At a hair saloon, a lady attending to a male customer is distracted by the car's presence outside and goes on to give the man a weird looking haircut. As she stops, she looks at the hair, surprised, but the man seems to be more than satisfied and says 'fantastico'. Then, Messi stops the car to look at signboards, which are obstructed by some colourful parrots. The GPS in the car navigates him, and the parrots follow the car and exclaim 'fantastico'. It ends with Messi reaching a football stadium and parking the car. As he displays his skill with a football and kicks it into the car, the ball comes back at him. Messi looks in shock and calls that 'fantastico', before the voice over introduces the car.
The film was released on social media on 6 April 2016.
Client: Tata Motors
Agency: Soho Square