For eight consecutive years, Tata Motors has been a consistent presence in one of India’s biggest cultural moments. As the tournament has grown in scale and spectacle, Tata Motors has kept pace by shaping its approach to match changing audience expectations, viewing habits, and the high-energy nature of the IPL. From building strong brand visibility to creating deeper engagement, the brand has stayed consistent, planning for the long term and aligning its campaigns with the pulse of the tournament and its fans.
In 2025, Tata Motors brought Bollywood star Vicky Kaushal on board as brand ambassador, launching the partnership with the #TakeTheCurvv campaign. The campaign went live alongside the IPL association announcement and became one of the key highlights of the season.
“Vicky’s persona, youthful, confident, and relatable, perfectly aligned with Curvv’s positioning as a bold, new-age SUV. His presence helped us connect deeply with a younger, aspirational audience that values individuality and self-expression,” highlights Pooja Asar, Head – Marketing, Tata Passenger Electric Mobility Ltd.
“Over the years, our campaigns for the IPL season have always focused on disrupting the advertising space,” she shares. This year was no different.
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