Launched the Tata Tiago Fantastico Consumer experience. Lionel Messi the brand ambassador of Tata, epitomises the values associated with ‘Greatness’, being a champion player and a true sportsman. He reflects the passion, determination and performance drive that is the mettle of true ‘greatness’. Tata Motors, being champions in their own chosen field, share the same values of greatness. The duration of the activation was from 16th March to 5th June, 2016 and was conducted in 30 cities at 77 malls and 63 corporate complexes. A foosball table was kept at the setup in order to bring out the brand integration with football. Since TATA Motors is a “forward looking” organization, it was imperative to integrate technology to enrich consumer experiences. Augmented Reality and Virtual Reality were thus used to generate memorable experiences. An AR photo-op was organised wherein consumers got themselves clicked with Lionel Messi and a football. A VR gear was also kept at the setup to provide consumers with the experience of a virtual test drive experience of Tiago. As gratification, giveaways like button buddies, key chains, magnets, bags, VR gear and PVR/CCD coupons were also distributed.