Tata Motors is bringing Bollywood’s finest to its electric and passenger vehicle lineup! The homegrown auto giant has announced its partnership with Vicky Kaushal, kicking off with the ‘Take the Curvv’ campaign for its upcoming mid-size SUV, the Tata Curvv.
Vicky, known for his fearless career choices and unconventional roles, fits perfectly with Tata’s vision of breaking barriers in the automotive world. And if you’ve been following Tata’s recent moves, you’d know they’re doing exactly that—whether it’s with EV innovation, bold new designs, or strategic partnerships.
Tata Motors x Vicky Kaushal
Tata Motors has always been a brand that challenges conventions. From leading India’s EV revolution to setting design benchmarks with cars like the Curvv, they’ve never shied away from making bold moves. Vicky Kaushal embodies that same energy—pushing boundaries and making his own way in Bollywood.
According to Tata Motors, this collaboration celebrates those who "take the curve when everyone else drives straight." The ‘Take the Curvv’ campaign will see Vicky Kaushal starring in IPL 2025 commercials, showcasing how the Curvv is more than just a car—it’s a mindset.
Curvv EV’s big moment: WPL 2025’s official car
Speaking of bold moves, the Tata Curvv EV was the official car of the Women’s Premier League (WPL) 2025, following in the footsteps of the Tata Punch EV, which held the spot last year.
This is a big deal for Tata’s EV push—not only does it highlight their commitment to electrification, but it also puts the Curvv EV in the limelight at one of India’s fastest-growing sports leagues.
Why this partnership makes sense
Tata Motors and Vicky Kaushal aren’t just coming together for the sake of a flashy endorsement—there’s real synergy here.
- Innovation & Disruption: Just as Vicky has redefined what it means to be a Bollywood star, Tata is redefining India’s auto industry—especially in the EV space.
- Taking the Road Less Traveled: Both Vicky and the Tata Curvv represent breaking free from the expected and carving a unique path.
- Indian Pride: Tata Motors has been at the forefront of Make in India, and Vicky has taken Indian cinema global.
The ‘Take the Curvv’ campaign
The Curvv isn’t just another SUV—it’s Tata’s entry into the mid-size SUV market with a fresh take on design and innovation. Here’s what the campaign highlights:
- Category-first features that set the Curvv apart.
- A sleek, modern design that challenges the status quo.
- A soundtrack that symbolizes breaking free and leading with confidence.
Vicky will appear in high-energy 20-second IPL ads, bringing this campaign to life. And let’s be honest—pairing Tata’s boldest SUV yet with one of Bollywood’s biggest stars? Smart move.
What this means for Tata’s EV & SUV strategy
- Increases Tata’s EV visibility in mainstream entertainment and sports.
- Positions the Curvv as an aspirational SUV with a strong emotional appeal.
- Strengthens Tata’s brand identity as a leader in innovation and disruption.
Final thoughts
This partnership with Vicky Kaushal is more than just a celebrity endorsement—it’s about redefining what it means to take risks, be bold, and embrace the future. Tata Motors has already revolutionized the EV market in India, and with the Curvv, they’re doing it again in the SUV space.
Now, will the Curvv (and its campaign) live up to the hype? If Tata’s track record is anything to go by, we’d say—absolutely.
