Mumbai, March 20, 2025:
Tata Motors has formally teamed up with Bollywood actor Vicky Kaushal to endorse its range of electric and passenger cars, demonstrating the company’s dedication to progress, quality, and innovation.
During this IPL season, the actor will appear in the first campaign, “Take the Curvv,” which will promote the brand-new Tata Curvv. This campaign highlights the fact that the Curvv is more than just a vehicle; it is a daring declaration of self-assurance and the guts to pursue one’s passions. The idea is to accept the unpredictable nature of life. In a world where traditional, feature-focused advertising is the norm, the boldest option is to take the twists and turns while others stay on the straight and narrow.
The “Take the Curvv” concept is just as bold and inventive as the car itself. This campaign is intended for people who set their own rules, deviate from the norm, and forge their own path as knowledgeable company officials, much like the Curvv challenges conventional norms.
“Vicky and Tata Motors share a deep-rooted pride in India,” said Vivek Srivatsa, Chief Commercial Officer of Tata Passenger Electric Mobility Ltd., adding more details about the campaign. Vicky Kaushal is a global ambassador for Indian cinema and culture, and our brand is based on creativity. The “Take the Curvv” campaign celebrates people who decide to go it alone. We think both his fans and our customers will enjoy this special partnership.
In a series of vibrant 20-second commercials during the IPL, Vicky Kaushal takes the spotlight, embodying the essence of the Curvv through his unconventional career decisions and relentless pursuit of excellence. His path is similar to the Curvv’s insistence on going above and beyond. According to senior company officials, the carefully chosen soundtrack furthers this message by embodying the empowering voice of people who reject convention and embrace their unique journeys.
