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Tata Motors, India’s leading automotive manufacturer, has announced Bollywood actor Vicky Kaushal as the brand ambassador for its Passenger and Electric Vehicle range. Known for his versatility and unconventional roles, Kaushal’s journey reflects Tata Motors’ core values of innovation, excellence, and progress.
Kaushal’s rise in the film industry has been marked by perseverance, authenticity, and bold career choices, qualities that align with Tata Motors’ mission of redefining mobility. As the company continues to push boundaries in automotive design, performance, and technology, this collaboration underscores their shared commitment to breaking norms. Just as Kaushal has established himself as one of Bollywood’s most celebrated actors, Tata Motors has emerged as a pioneer in India’s automotive sector. Together, they aim to elevate India’s presence on the global stage—Tata Motors through cutting-edge automobiles and Kaushal through his contribution to Indian cinema.
As part of this partnership, Vicky Kaushal will play a key role in multiple brand initiatives. The collaboration will kick off with the ‘Take the Curvv’ campaign, promoting Tata Motors’ all-new Tata Curvv during the upcoming IPL 2025 season.
The campaign highlights how the Curvv is more than just a vehicle—it represents boldness, self-belief, and the courage to follow one’s heart. It encourages individuals to embrace life’s twists and turns, challenging the conventional, feature-centric approach of the market.
Vivek Srivatsa, Chief Commercial Officer, Tata Passenger Electric Mobility Ltd., expressed enthusiasm about the partnership, stating:
"At Tata Motors, we continuously push boundaries and set new standards of excellence. As we lead the transformation in the passenger and electric vehicle segment, we are proud to welcome Vicky Kaushal, whose values of authenticity and positive disruption align with ours. Both Vicky and Tata Motors share a deep sense of pride in India. Tata Motors, as a key player in the ‘Make in India’ initiative, is dedicated to producing world-class vehicles for Indian consumers—just as Vicky takes immense pride in representing Indian cinema globally. With innovation at our core, the ‘Take the Curvv’ campaign celebrates individuals who choose to carve their own path. We are confident that this unique association will resonate with our customers and his fans alike.”
Vicky Kaushal, thrilled about his collaboration with Tata Motors, said: "I am excited to enter the world of automobiles with Tata Motors, a homegrown brand that has transformed the way India moves. Tata Motors’ strong legacy, combined with its relentless pursuit of innovation and disruption, resonates deeply with my own passion. The ‘Take the Curvv’ campaign perfectly embodies the idea of breaking barriers, following one’s heart, and emerging stronger. I look forward to working on groundbreaking projects with the Tata Motors family and sharing our journey with the world.”
This association further strengthens Tata Motors’ commitment to the ‘Make in India’ initiative, fostering innovation and self-reliance in the automotive sector. As Tata Motors continues to build world-class vehicles for Indian consumers, Kaushal’s global recognition adds to the brand’s momentum in elevating India’s presence on the world stage.
