Tata Motors has partnered with Bollywood actor Vicky Kaushal to represent its passenger and electric vehicle lineup. The collaboration was revealed today in Mumbai as part of the company’s broader marketing strategy.

The partnership begins with the “Take the Curvv” campaign, which will promote the company’s new Tata Curvv SUV during the upcoming Indian Premier League (IPL) cricket season. The campaign features Kaushal in a series of 20-second commercials that highlight the vehicle’s features and design.

Vivek Srivatsa, Chief Commercial Officer at Tata Passenger Electric Mobility Ltd., emphasized the alignment between Kaushal’s public image and the company’s values of innovation and authenticity. He noted that both the actor and Tata Motors share a commitment to representing India on the global stage.

Kaushal, who has gained prominence for his versatile performances in Indian cinema, expressed enthusiasm about entering the automotive endorsement space with a homegrown brand. “Tata Motors’ unwavering legacy, coupled with its relentless commitment to innovation, perfectly reflects my own passion,” he stated.

The Tata Curvv is positioned as an entry in the mid-SUV segment, featuring what the company describes as category-first features and distinctive design elements. The marketing campaign aims to present the vehicle as a choice for consumers who “break free from the expected.”

Tata Motors has been expanding its presence in both conventional and electric vehicle markets in India, with the company being a significant contributor to the country’s “Make in India” manufacturing initiative.

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