When Tata Motors launched its Curvv campaign with Vicky Kaushal, it wasn’t just a brand collaboration, it was a signal to India’s next-gen consumers. With EVs on the rise, IPL commanding ₹10,000 Cr+ in media value, and youth audiences craving identity-first storytelling, Tata Motors is using design, disruption, and cinematic symbolism to shape the new language of mobility. This isn’t just a car launch, it’s a cultural moment.
In pairing a ₹10,000 Cr+ IPL viewership platform with a self-made star like Vicky Kaushal, Tata Motors is signaling that its electric future won’t just be functional, it will be aspirational, cinematic, and emotionally native.
When Tata Motors announced its collaboration with Vicky Kaushal for its passenger and electric vehicle portfolio, it wasn’t just rolling out another celebrity endorsement. It was rolling out a narrative. A thesis. A cultural signal wrapped in an ad campaign.
Titled ‘Take the Curvv’, the campaign doesn’t just mark the launch of the Tata Curvv, a bold new entry into India’s mid-size SUV and EV crossover segment. It marks the fusion of cinema, sport, electric mobility, and new India’s emotional vocabulary. And where better to drop that signal than the IPL, India’s ₹10,000 Cr+ media machine with over 500 million viewers in 2024 alone?
Vicky Kaushal’s own arc is deliberate. An outsider. A hustler. An actor who rose not by legacy but by risk-taking and reinvention, just like the Curvv. From Masaan to Sardar Udham to URI, his body of work has been shaped by intensity, depth, and a refusal to be typecast. That’s what Tata Motors saw: not just a name, but a narrative carrier.
The Curvv, in many ways, isn’t just a car. It’s Tata Motors’ shot at building a lifestyle object, not just a utility vehicle. Its design-forward language, coupe-style profile, and category-first tech features place it at the intersection of performance and personality. In a market where EVs are projected to make up 30% of passenger car sales by 2030 (NITI Aayog), Curvv is Tata’s bridge from mainstream to modern.
Tata Passenger Electric Mobility CCO Vivek Srivatsa noted the synergy: “Vicky and Tata Motors share values of authenticity and positive disruption. As we lead the transformation of the passenger and electric vehicle landscape, this campaign celebrates individuals who carve their own path.”
And that’s the play. ‘Take the Curvv’ isn’t feature-first. It’s feeling-first. While other automakers lean on torque and top speed, Tata leans on self-belief. IPL ad spots are just the medium, the message is emotional mobility.
This approach mirrors global automotive storytelling shifts. Think how Tesla sells vision over volume, or how BMW’s i-series markets mindset over mileage. Tata is now shaping its own version of this: an EV experience that feels like growth, not just movement.
It also fits a rising India. Gen Z and millennial consumers, over 65% of India’s working population, don’t just want transport. They want tools of identity. Just like they wear Bira91, not beer; or boAt, not headphones, they want their cars to reflect values, not velocity.
The campaign’s soundtrack, aesthetic, and VFX-enhanced visuals don’t scream engineering. They whisper emotion. The 20-second IPL ads aren’t about product awareness; they’re about subconscious brand romance. And Vicky? He’s not promoting. He’s performing. Living out the metaphor.
This isn’t Tata Motors jumping on a celeb trend. It’s doing what it did with the Nexon EV or the Tiago.ev, playing the long game. Curvv isn’t for everyone, and that’s the point. It’s for those who see their car as a mirror, not a machine.
As IPL 2025 continues and media value hits record highs, this campaign won’t just run between overs. It will linger in feeds, hashtags, reels, and headlines. Because this isn’t about Vicky Kaushal or even Tata Motors. It’s about a mindset shift. A mobility revolution that doesn’t drive straight.
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