Mumbai: Tata Motors, an automotive manufacturer, has announced its association with Bollywood star Vicky Kaushal as the face of its Passenger and Electric Vehicle family. Known for his dynamic performances and fearless approach to cinema, Vicky Kaushal embodies the same spirit of innovation, resilience, and progress that defines Tata Motors.
The collaboration kicks off with the launch of the ‘Take the Curvv’ campaign, coinciding with the highly anticipated IPL season. Designed around the all-new Tata Curvv, the campaign highlights bold decision-making, self-belief, and embracing life’s unexpected turns—both on and off the road. In an industry that often follows a predictable path, Tata Motors is taking a bold step forward, encouraging consumers to choose the road less traveled.
A Partnership Rooted in Innovation & National Pride
Vicky Kaushal’s journey—from humble beginnings to becoming one of Bollywood’s most celebrated actors—mirrors Tata Motors’ legacy of pushing boundaries and setting new benchmarks in Indian mobility.
Speaking about this association, Vivek Srivatsa, Chief Commercial Officer, Tata Passenger Electric Mobility Ltd., said, “At Tata Motors, we constantly push boundaries and set 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.”
Expressing his excitement, Vicky Kaushal shared, “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 traveled, and coming out even stronger. I look forward to collaborating on groundbreaking projects with the Tata Motors family and sharing our story with the world.”
