Automotive manufacturer Tata Motors, today, announced its association with Bollywood actor Vicky Kaushal for its Passenger and Electric Vehicle range. Kaushal will play a key role across multiple brand initiatives, beginning with a campaign for the all-new Tata Curvv, this IPL season.
The actor is known for his versatile roles and dedication to breaking conventions. As Tata Motors continues to push the boundaries of automotive design, performance, and technology, this partnership underscores their shared commitment to breaking norms and nurturing the brand’s values of innovation, excellence, and progress.
Titled ‘Take the Curvv’, the campaign will showcase how the Curvv is more than just a car—it’s a statement of boldness, self-belief, following your heart, and embracing the twists and turns of life. The underlying belief is that In a market dominated by predictable, feature-focused messaging, the boldest move is to take the curve when everyone else is driving straight.
In a series of dynamic 20-second IPL commercials, Vicky Kaushal takes center stage, embodying the spirit of the Curvv with his unconventional career choices and fearless pursuit of excellence. His journey is similar to the Curvv’s essence — always striving to go beyond what’s expected. The carefully chosen soundtrack amplifies this message, symbolizing the empowering voice of those who challenge conventions and embrace their own path.
Announcing the new collaboration, Mr. Vivek Srivatsa, Chief Commercial Officer, Tata Passenger Electric Mobility Ltd., said, “At Tata Motors, we are constantly pushing boundaries and setting new standards of excellence. As we lead the transformation of the passenger and electric vehicle landscape, we are proud to welcome Vicky Kaushal, whose values of authenticity and positive disruption align with ours. Both Vicky and Tata Motors share an unwavering pride in India. As one of the largest automobile manufacturers in the country, Tata Motors is committed to the ‘Make in India’ initiative, creating world-class vehicles designed and engineered for Indian consumers, just as Vicky Kaushal takes immense pride in representing Indian cinema and culture globally. With innovation at the core of our brand, the ‘Take the Curvv’ campaign celebrates individuals who choose to carve their own path. We are confident that this one of a kind association will be loved by our customers and his fans alike.”
Expressing his excitement on joining the Tata Motors family, Vicky Kaushal added, “I am thrilled to make my foray into the world of cars with Tata Motors – a home grown brand that has redefined how India travels. Tata Motors’ unwavering legacy, coupled with its relentless commitment to innovation and disruption, perfectly reflects my own passion, making this partnership a natural choice. The ‘Take the Curvv’ campaign is the perfect launchpad for this association as it embodies the spirit of breaking barriers by following your heart, taking the road less travelled and coming out even stronger. I look forward to collaborating on ground-breaking projects with the Tata Motors family and sharing our story with the world.”
