Tata Motors has announced Bollywood actor Vicky Kaushal as its new brand ambassador for its Passenger and Electric Vehicle range.
The partnership begins with the “Take the Curvv” campaign, which will promote the company’s new Tata Curvv SUV during the upcoming season of the Indian Premier League (IPL 2025). The campaign features Kaushal in a series of 20-second commercials that highlight the vehicle’s features and design.
The campaign is set to roll out across multiple platforms during the IPL 2025 season including traditional TV, Connected TV, handheld devices and more, leveraging the tournament’s wide viewership to connect with a diverse consumer base.
Vivek Srivatsa, Chief Commercial Officer, Tata Passenger Electric Mobility, 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.”
He further added, “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.”
Vicky Kaushal said, “I am thrilled to make my foray into the world of cars with Tata Motors – a homegrown 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.”
