MUMBAI: When Indian cinema charisma meets automotive innovation, sparks fly—quite literally. Tata Motors, not content with merely leading India's automotive race, just turbocharged their brand appeal by roping in Indian cinema’s versatile superstar, Vicky Kaushal. Known for breaking barriers and roles alike, Kaushal is the perfect fit for Tata Motors, a brand always steering boldly off the beaten track.

Launched with the vibrant ‘Take the Curvv’ campaign this IPL season, this high-octane partnership reflects Tata Motors' commitment to rewriting the rules of mobility. ‘Take the Curvv’ isn’t just about taking turns; it's about swerving boldly away from the ordinary, a philosophy both Tata Motors and Kaushal embody.

“At Tata Motors, we are constantly pushing boundaries and setting new standards of excellence," says Tata Passenger Electric Mobility Ltd CCO Vivek Srivatsa. "We are proud to welcome Vicky Kaushal, whose values align with ours—authenticity and positive disruption. Both Vicky and Tata Motors share an unwavering pride in India. With innovation at the core of our brand, the ‘Take the Curvv’ campaign celebrates individuals who choose to carve their own path."

Equally thrilled, Kaushal expressed, “I am thrilled to make my foray into the world of cars with Tata Motors—a homegrown brand that has redefined how India travels. Tata Motors’ unwavering legacy, coupled with its relentless commitment to innovation and disruption, perfectly reflects my own passion, making this partnership a natural choice."

The campaign introduces the Tata Curvv, a mid-SUV designed to shake up the market with its striking aesthetics and category-first features. As Vicky speeds through dynamic 20-second IPL spots, he mirrors the spirit of the Curvv, championing boldness, innovation, and individuality.