Kick starts this exciting collaboration with the ‘Take the Curvv’ Campaign
Mumbai, March 20, 2025: Tata Motors, India’s leading automotive manufacturer, today announces its association with Bollywood actor Vicky Kaushal for its Passenger and Electric Vehicle range. Known for his versatile roles and dedication to breaking conventions, Vicky’s journey aligns perfectly with Tata Motors’ values of innovation, excellence, and progress.
Vicky’s rise to stardom has been driven by perseverance, authenticity, and a willingness to take on challenging roles—qualities that align perfectly with Tata Motors’ vision of shaping the future of mobility. As Tata Motors continues to push the boundaries of automotive design, performance, and technology, Vicky’s partnership underscores their shared commitment to breaking norms. From his modest beginnings to becoming one of Bollywood’s most celebrated actors, Vicky’s journey mirrors Tata Motors’ own evolution and innovative spirit. Together, Tata Motors and Vicky Kaushal are elevating India’s presence on the global stage—Tata Motors by setting new industry standards and Vicky by showcasing Indian talent to the world stage.
While Vicky will play a key role across multiple brand initiatives, this collaboration will kick off with a campaign for the all-new Tata Curvv, this IPL season. Titled ‘Take the Curvv’, the campaign showcases how the Curvv is more than just a car—it’s a statement of boldness, self-belief, and following your heart. It’s about embracing life’s twists and turns. In a market dominated by predictable, feature-focused messaging, the boldest move is to take the curve when everyone else is driving straight.
Announcing the exciting 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 align with ours—authenticity and positive disruption. 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.”
Elated at joining the Tata Motors family, Vicky Kaushal expressed, “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 share our story with the world.”
About ‘Take the Curvv’ Campaign:
The Tata Curvv isn’t just a car; it’s a statement. Entering the fast-evolving mid-SUV segment, it blends bold design, perfect proportions, and innovative features to create a truly game-changing vehicle. While the Curvv’s design has already captured imaginations, it’s the category-first features that deserve the spotlight. This campaign is designed to showcase these groundbreaking features and highlight the Curvv’s unique appeal.
‘Take the Curvv’ is a philosophy as bold and groundbreaking as the vehicle itself. Just like the Curvv dares to break the mould, this campaign is for those who create their own rules, break free from the expected, and forge their own path forward.
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. Furthermore, the carefully chosen soundtrack amplifies this message, symbolizing the empowering voice of those who challenge conventions and embrace their own path.
This campaign is about celebrating those who live outside the lines, those who choose the road less traveled. The Tata Curvv isn’t just leading the way — it’s inspiring a movement for those who dare to stand out, break free, and lead with confidence.
