Mumbai: Tata Motors, a pioneer in India’s automotive landscape, has announced a dynamic partnership with Bollywood sensation Vicky Kaushal to represent its Passenger and Electric Vehicle range. The collaboration takes flight with the electrifying ‘Take the Curvv’ campaign, designed to showcase Tata Motors’ innovative spirit and bold design philosophy.
Vicky Kaushal: The Perfect Fit for Tata Motors’ Vision
Renowned for his versatile performances and fearless choice of roles, Vicky Kaushal epitomizes the values that Tata Motors holds dear: innovation, perseverance, and authenticity. Vicky’s inspiring journey from humble beginnings to becoming a Bollywood star mirrors Tata Motors’ remarkable evolution in redefining mobility solutions. This partnership aims to celebrate those who forge their own path — a philosophy both Vicky and Tata Motors passionately embody.
Speaking about the collaboration, Vivek Srivatsa, Chief Commercial Officer, Tata Passenger Electric Mobility Ltd., stated, “At Tata Motors, we constantly challenge conventions and set new standards of excellence. As we drive innovation across the passenger and electric vehicle landscape, Vicky Kaushal’s authenticity and dedication make him an ideal partner. Just like Tata Motors proudly champions the ‘Make in India’ movement, Vicky is a global ambassador for Indian talent. Together, we aim to inspire people to embrace change and follow their own unique path.”
‘Take the Curvv’ Campaign: Embracing Life’s Twists and Turns
The campaign’s centerpiece, the Tata Curvv, is more than just a car — it’s a bold statement in the rapidly growing mid-SUV segment. With its striking design, innovative features, and distinctive presence, the Curvv challenges traditional automotive norms. The ‘Take the Curvv’ campaign encourages individuals to break free from predictable choices and embrace the thrill of life’s unexpected turns.
Vicky Kaushal, reflecting on the partnership, expressed, “Joining the Tata Motors family is truly exciting. As a proud Indian, it’s an honor to represent a brand that consistently innovates and drives positive disruption. The ‘Take the Curvv’ campaign is about daring to follow your heart, and that’s a philosophy I resonate with deeply. I look forward to collaborating with Tata Motors on projects that inspire people to embrace their own journey.”
A Campaign that Dares to Be Different
With a series of high-energy 20-second IPL commercials, Vicky Kaushal will embody the bold and confident personality of the Tata Curvv. The campaign’s narrative captures the Curvv’s spirit of charting unexplored territory, defying conventions, and embracing individuality. Accompanied by a powerful soundtrack, the campaign amplifies this message — celebrating those who forge their own path and challenge the status quo.
As Tata Motors continues to revolutionize India’s passenger and electric vehicle landscape, the ‘Take the Curvv’ campaign stands as an inspiring reminder to embrace life’s curves with courage and self-belief.
