Tata Motors has announced its association with Bollywood actor Vicky Kaushal as the face of its Passenger and Electric Vehicle portfolio. The partnership aims to strengthen the brand’s connection with consumers by aligning Tata Motors’ vision of innovation and progress with Kaushal’s journey of perseverance and success in the film industry.
With its expanding range of internal combustion and electric vehicles, Tata Motors continues to establish itself as a leader in India’s evolving mobility landscape. The partnership with Kaushal is expected to bring a fresh appeal to the brand’s marketing efforts, particularly as the company looks to enhance its connection with younger and aspirational consumers.
The ‘Take the Curvv’ campaign promotes the Curvv SUV as an unconventional choice, encouraging buyers to embrace life’s challenges with confidence. Unlike traditional car advertisements that focus on specifications and features, the campaign highlights the emotional appeal of making daring choices. By associating the campaign with IPL 2025, Tata Motors aims to maximise visibility and reach, capitalising on the country’s largest sporting event to engage a wide audience.
Vivek Srivatsa, Chief Commercial Officer, Tata Passenger Electric Mobility Ltd, highlighted that the collaboration with Kaushal reflects shared values of authenticity and disruption, reinforcing Tata Motors’ commitment to the ‘Make in India’ initiative and the production of world-class vehicles tailored for Indian consumers. He expressed confidence that the association would resonate with both Tata customers and Kaushal’s fans.
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