Tata Motors Partners with Vicky Kaushal for Passenger and Electric Vehicles

Mumbai, 21st March 2025: Tata Motors, India’s leading automotive manufacturer, has announced its partnership with Bollywood actor Vicky Kaushal for its Passenger and Electric Vehicle range. Known for his versatility and unconventional career choices, Vicky’s journey aligns seamlessly with Tata Motors’ core values of innovation, excellence, and progress.

Vicky’s rise to stardom has been driven by perseverance, authenticity, and a fearless approach to challenges—qualities that resonate with Tata Motors’ vision for the future of mobility. As Tata Motors continues to push boundaries in automotive design, performance, and technology, Vicky’s association highlights their shared commitment to breaking conventions.

Together, Tata Motors and Vicky Kaushal are elevating India’s global presence—Tata Motors by setting new industry benchmarks and Vicky by representing Indian cinema on the world stage.

Vicky Kaushal will play a key role in multiple brand initiatives, beginning with the launch of Tata Curvv’s campaign during IPL 2025. Titled ‘Take the Curvv’, the campaign highlights that the Curvv is more than just a car—it’s a statement of boldness, self-belief, and embracing life’s twists and turns.

In a market saturated with feature-centric messaging, Tata Motors takes a daring approach: Why drive straight when you can take the curve?

Vivek Srivatsa, Chief Commercial Officer, Tata Passenger Electric Mobility Ltd., said: “At Tata Motors, we constantly push boundaries and set new benchmarks of excellence. As we lead the transformation of the passenger and electric vehicle landscape, we are proud to welcome Vicky Kaushal, whose authenticity and drive for positive disruption align perfectly with our brand ethos.

“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 for Indian consumers—just as Vicky represents Indian cinema and culture on the global stage.

“With innovation at our core, the ‘Take the Curvv’ campaign celebrates individuals who carve their own paths. We are confident this unique partnership will be loved by both our customers and Vicky’s fans alike.”

Expressing his excitement, Vicky Kaushal said: “I am thrilled to step into the world of automobiles with Tata Motors, a homegrown brand that has revolutionized how India travels. Tata Motors’ legacy of excellence, combined with its relentless pursuit of innovation and disruption, perfectly reflects my own journey, making this collaboration an organic fit.

“The ‘Take the Curvv’ campaign is the perfect way to launch this association—it embodies the spirit of breaking barriers, following your heart, and taking the road less traveled. I look forward to working on groundbreaking projects with Tata Motors and sharing our vision with the world.”

The Tata Curvv is not just another mid-SUV—it’s a bold statement. Entering the fast-evolving SUV segment, it combines striking design, perfect proportions, and cutting-edge features to redefine industry standards.

While its futuristic design has already captured attention, the campaign will spotlight the Curvv’s segment-first features and unique appeal.

‘Take the Curvv’ isn’t just a tagline—it’s a philosophy. Like the Curvv itself, this campaign is for those who:

✔️ Create their own rules

✔️ Defy expectations

✔️ Break free from the conventional

In a series of dynamic 20-second IPL commercials, Vicky Kaushal takes center stage, embodying the Curvv’s spirit of bold choices and fearless pursuit of excellence. Just as his career has been defined by unconventional roles, the Curvv too dares to break the mold. A carefully curated soundtrack amplifies this message, serving as the voice of those who challenge norms and forge their own paths.