Tata Motors, a leading Indian automaker, has partnered with Bollywood actor Vicky Kaushal to promote its passenger and electric vehicle lineup. The partnership was announced in Mumbai as part of the company’s marketing strategy to promote its new Tata Curvv SUV, which is set to be launched with a campaign called “Take the Curvv” 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., believes that Kaushal’s public image aligns with Tata Motors’ values of innovation and authenticity, and that both are committed to representing India on the global stage. Kaushal expressed his excitement about joining the automotive endorsement space with a homegrown brand, stating that Tata Motors’ legacy and commitment to innovation reflect his own passion.
The Tata Curvv is positioned as an entry in the mid-SUV segment, featuring unique design elements and category-first features. The marketing campaign aims to present the vehicle as a choice for consumers who “break free from the expected.” With this partnership, Tata Motors aims to expand its presence in both conventional and electric vehicle markets in India, where it is a significant contributor to the country’s “Make in India” manufacturing initiative. The collaboration is expected to have a positive impact on the company’s sales and brand recognition, particularly among young and adventurous consumers who are looking for a unique and innovative vehicle.