Tata Motors, one of India’s automobile manufacturers, has announced its association with Bollywood actor Vicky Kaushal for its range of passenger and electric vehicles. The collaboration will be launched with a campaign for the upcoming Tata Curvv during the IPL season.

“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 sharing our story with the world,” Kaushal commented. 

Kaushal will be involved in multiple brand initiatives as part of the partnership. The campaign, titled ‘Take the Curvv’, aims to highlight themes of boldness and individuality, presenting the new vehicle as a symbol of self-belief and embracing challenges, the company stated. 

“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,” Vivek Srivatsa, chief commercial officer, Tata Passenger Electric Mobility Ltd., said. 

Tata Motors has been expanding its presence in the electric vehicle market, and the collaboration with Kaushal is expected to play a role in its branding and promotional efforts in the coming months.