Tata Motors Partners with Vicky Kaushal for Passenger and Electric Vehicles
Launches ‘Take the Curvv’ Campaign to Mark the Association
Mumbai, March 20, 2025: Tata Motors, India’s leading automotive manufacturer, has announced an exciting partnership with Bollywood actor Vicky Kaushal for its Passenger and Electric Vehicle range. Recognized for his versatility and commitment to pushing boundaries, Vicky’s journey resonates with Tata Motors’ core values of innovation, excellence, and progress.
Vicky Kaushal’s rise to fame is a testament to perseverance, authenticity, and an ability to embrace challenges—qualities that perfectly align with Tata Motors’ vision of shaping the future of mobility. As Tata Motors continues to revolutionize automotive design, performance, and technology, Vicky’s association underscores a shared commitment to challenging norms and setting new benchmarks. Just as he has transformed into one of Bollywood’s most sought-after stars, Tata Motors has evolved to become a global leader in the automobile industry. Together, they represent India on the global stage—Tata Motors by redefining automotive standards and Vicky by showcasing Indian talent worldwide.
Introducing ‘Take the Curvv’ Campaign
This collaboration kicks off with an exhilarating new campaign for the highly anticipated Tata Curvv, launching during the IPL season. Titled ‘Take the Curvv’, the campaign highlights how the Curvv is more than just a car—it is a symbol of boldness, self-belief, and embracing life’s twists and turns. In a market saturated with predictable, feature-driven marketing, Tata Motors is taking a fresh approach by celebrating those who dare to take a different path.
Speaking on this landmark partnership, Mr. Vivek Srivatsa, Chief Commercial Officer, Tata Passenger Electric Mobility Ltd., stated, “At Tata Motors, we continuously strive to push boundaries and set new standards of excellence. As pioneers in the transformation of the passenger and electric vehicle landscape, we are thrilled to welcome Vicky Kaushal to the Tata Motors family. His authenticity and commitment to breaking conventions align seamlessly with our brand ethos. Both Tata Motors and Vicky take immense pride in India—our vehicles, crafted under the ‘Make in India’ initiative, are engineered for Indian consumers, just as Vicky represents Indian cinema and culture on the global stage. The ‘Take the Curvv’ campaign celebrates individuals who carve their own path, and we are confident this association will resonate deeply with our customers and his fans alike.”
Vicky Kaushal on Joining Tata Motors
Expressing his excitement, Vicky Kaushal shared, “I am absolutely thrilled to be joining forces with Tata Motors—a homegrown brand that has redefined how India travels. Tata Motors’ rich legacy and commitment to innovation mirror my own passion for breaking new ground. The ‘Take the Curvv’ campaign is the perfect starting point for this collaboration as it embodies the essence of charting your own journey, embracing challenges, and emerging stronger. I am excited to work on groundbreaking projects with Tata Motors and share our journey with the world.”
About the ‘Take the Curvv’ Campaign
The Tata Curvv is more than just a new entry in the fast-evolving mid-SUV segment; it is a bold statement. Boasting a striking design, impeccable proportions, and groundbreaking features, the Curvv is poised to redefine the category. The ‘Take the Curvv’ campaign is designed to showcase the vehicle’s cutting-edge features and innovative appeal.
At its heart, ‘Take the Curvv’ is a philosophy—one that celebrates those who break free from the conventional, create their own rules, and forge their own path.
A series of dynamic 20-second IPL commercials will feature Vicky Kaushal embodying the spirit of the Curvv, drawing parallels between his unconventional career choices and the vehicle’s essence of pushing beyond expectations. A carefully curated soundtrack further amplifies this message, serving as the voice of those who dare to challenge the norm and embrace individuality.
This campaign is more than just an automotive launch—it’s a celebration of those who choose to live boldly, take risks, and lead with confidence. With the Tata Curvv, Tata Motors isn’t just leading the way; it’s inspiring a movement for those who dare to stand out and shape the future.
Conclusion
As Tata Motors and Vicky Kaushal embark on this exciting journey, the ‘Take the Curvv’ campaign promises to strike a chord with audiences across India. This bold new collaboration is set to redefine how vehicles are marketed, emphasizing individuality, resilience, and the courage to embrace life’s curves. With innovation at its core, Tata Motors continues to pave the way for the future of mobility, and with Vicky Kaushal on board, the brand’s vision has never been stronger.
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