Vicky Kaushal Brand Ambassador of Tata Motors

Tata Motors Launches “Take the Curvv” Campaign with Vicky Kaushal as Brand Ambassador of Tata Motors Ahead of IPL 2025

Driving Innovation and Youth Engagement in the EV Space

Tata Motors, India’s pioneering automotive giant, has officially onboarded Bollywood sensation Vicky Kaushal as the brand ambassador for its Passenger Vehicles (PV) and Electric Vehicles (EV) segments. This major announcement kicks off with the highly-anticipated “Take the Curvv” campaign, spotlighting the futuristic Tata Curvv SUV and leveraging the nationwide excitement around IPL 2025.

With Kaushal’s aspirational image and Tata’s innovation-driven legacy, this collaboration is set to reshape brand engagement and position the Curvv as a bold new symbol of modern Indian mobility.

Table of Contents

• Vicky Kaushal Joins Tata Motors: A Strategic Brand Move
• Introducing the Tata Curvv SUV: Take the Curvv Campaign Overview
• IPL 2025 Meets Automotive Innovation: A Marketing Powerplay
• Why Vicky Kaushal is the Perfect Face for Tata’s EV Revolution
• Behind the Scenes: Statements from Tata Motors Leadership
• Brand Evolution: Tata Motors’ Push for Sustainable Mobility
• FAQs About Tata’s Curvv Campaign and EV Strategy
• Conclusion: A New Chapter in Tata’s Brand Journey

Vicky Kaushal Joins Tata Motors: A Strategic Brand Move

Tata Motors officially welcomed Vicky Kaushal as the face of its Passenger Vehicles and EV division in March 2025. Known for his intense performances and down-to-earth persona, Kaushal brings both charisma and relatability—traits that align perfectly with Tata’s modern, proudly Indian brand image.

This move isn’t just about celebrity appeal; it’s a calculated marketing strategy to connect with India’s Gen Z and millennial audiences who value authenticity, environmental consciousness, and innovation in their purchase decisions.

Kaushal will be front and center in multi-platform campaigns, spanning digital, TV, and social media—starting with “Take the Curvv”, a campaign that mirrors his own journey of breaking boundaries and redefining success.

Introducing the Tata Curvv SUV: Take the Curvv Campaign Overview

The “Take the Curvv” campaign is a bold, futuristic initiative designed to unveil the Tata Curvv SUV, a vehicle that merges sporty aesthetics with sustainable engineering. This campaign aims to not only launch a car but to ignite a movement—encouraging consumers to “take the curve” toward self-expression, independence, and intelligent mobility.

Key elements of the campaign include:

•  20-second dynamic video spots designed for high-impact TV and digital circulation.
•  Social media teasers and AR filters featuring Vicky Kaushal.
• Launch timing synced with IPL 2025, ensuring massive viewership and digital traction.
• A visual focus on Curvv’s bold design, aerodynamic lines, and eco-conscious tech.

The Curvv SUV embodies freedom, confidence, and disruption—ideals that are clearly reflected in both the campaign and its celebrity ambassador.

IPL 2025 Meets Automotive Innovation: A Marketing Powerplay

By aligning the campaign with IPL 2025, Tata Motors is tapping into one of the biggest media moments in India, reaching millions across all demographics. The IPL’s record-breaking viewership makes it an ideal springboard for showcasing the Curvv SUV.

This strategic synergy is expected to:

• Maximize brand visibility during peak consumer engagement.
• Connect with aspirational, lifestyle-driven consumers who associate the IPL with excitement and prestige.
•  Position Tata Motors as a lifestyle and innovation brand, not just an automobile manufacturer.

The Curvv’s bold messaging will run parallel to the adrenaline of IPL cricket, amplifying its impact through co-branded integrations, exclusive IPL promotions, and digital storytelling.

Why Vicky Kaushal is the Perfect Face for Tata’s EV Revolution

Vicky Kaushal represents the new-age Indian mindset—ambitious, grounded, and unafraid to challenge convention. His film career reflects versatility and vision, much like Tata Motors’ evolving product lineup.

In Kaushal’s own words, the “Take the Curvv” campaign is not just about cars—it’s about attitude. It speaks to people who embrace change, lead fearlessly, and believe in disrupting norms for a greater purpose. His persona is expected to deeply resonate with:

• Young professionals in urban India
• First-time car buyers exploring EV options
• Eco-conscious families and explorers

By tapping into Vicky’s rising popularity and credibility, Tata Motors builds not just visibility—but trust.

Behind the Scenes: Statements from Tata Motors Leadership

Vivek Srivatsa, Chief Commercial Officer, Tata Passenger Electric Mobility, expressed strong confidence in the partnership:

“Vicky Kaushal embodies what Tata Motors stands for—authenticity, ambition, and innovation. This collaboration is a natural extension of our mission to revolutionize mobility while staying proudly Indian.”

Srivatsa also reiterated Tata Motors’ unwavering commitment to the Make in India initiative, highlighting the company’s role in developing smart, sustainable mobility solutions for a greener tomorrow.

Brand Evolution: Tata Motors’ Push for Sustainable Mobility

The Tata Curvv SUV and this campaign represent a broader brand evolution. Over the past few years, Tata Motors has:

• 📊 Launched a growing portfolio of electric vehicles (EVs) including the Nexon EV and Tiago EV
• 🔋 Invested in EV charging infrastructure and battery technologies
• 🌱 Promoted sustainability-driven R&D
• 🧠 Embraced intelligent features like connected tech, AI-enhanced navigation, and vehicle diagnostics

By pushing design boundaries and embedding environmental consciousness into engineering, Tata Motors is reinventing itself as a lifestyle auto brand for the next generation.

FAQs About Tata Curvv, Vicky Kaushal, and the Campaign

1. What is the “Take the Curvv” campaign all about?

It’s a bold new campaign by Tata Motors featuring Vicky Kaushal, focused on launching the new Tata Curvv SUV during IPL 2025. The campaign emphasizes individuality, innovation, and forward-thinking mobility.

2. Who is the brand ambassador for Tata Motors’ EV lineup?

Vicky Kaushal has been officially signed as the brand ambassador for Tata Motors’ passenger and electric vehicle segments in 2025.

3. What is unique about the Tata Curvv SUV?

The Curvv offers a coupe-inspired design, futuristic features, and dual powertrain options (ICE and EV), making it a one-of-a-kind offering in the Indian auto market.

4. When will the Tata Curvv launch in India?

While the exact launch date hasn’t been officially announced, the “Take the Curvv” campaign rollout during IPL 2025 indicates a Q2 launch window.

5. How does Tata Curvv compare to its EV competitors?

Curvv stands out with its design, flexibility of ICE and EV options, and the strong trust already built through Tata’s earlier EV models like the Nexon EV.

Conclusion: Tata Curvv & IPL 2025 – A Marketing Masterstroke

The partnership between Tata Motors and Vicky Kaushal, launched through the high-impact “Take the Curvv” campaign during IPL 2025, is more than a marketing initiative—it’s a bold repositioning of Tata Motors as a brand that resonates with India’s next generation of drivers.

This campaign symbolizes a convergence of innovation, celebrity influence, and national pride. By aligning with one of Bollywood’s most inspiring actors and India’s most-watched sporting event, Tata Motors has created a unique cultural moment that goes beyond traditional advertising. It’s not just about selling a new vehicle—it’s about shaping perceptions, sparking aspirations, and championing a Made in India vision for future mobility.

The Tata Curvv SUV, with its futuristic coupe-inspired design, eco-conscious engineering, and dual powertrain options, is set to become a benchmark in India’s growing electric vehicle (EV) landscape. It’s a product built for urban explorers, trendsetters, and environmentally aware consumers who demand both style and substance in their choices.

For Tata Motors, this move reinforces its position at the forefront of India’s automotive transformation, where digital-first marketing, sustainable innovation, and cultural relevance intersect.

As IPL 2025 unfolds and millions of viewers engage with the Curvv’s message of individuality and boldness, the impact will be long-lasting—creating brand loyalty, consumer curiosity, and a strong emotional connect.

Key Takeaways Table