vicky : Tata Motors has once again raised the bar in the Indian automobile industry. In a recently released television commercial (TVC), Bollywood’s heartthrob Vicky Kaushal takes center stage as he introduces the much-awaited Tata Curvv. But this isn’t just any car advertisement—it’s a bold display of cutting-edge safety with a focus on the car’s Autonomous Emergency Braking (AEB) feature. The ad has already become a talking point, blending star power with smart automotive tech.
A Grand Introduction to the Tata Curvv
Slated for launch in 2025, the Tata Curvv is an upcoming mid-size SUV that boasts a futuristic design, premium features, and an electrified powertrain. First revealed as a concept, the Curvv has attracted widespread attention for its coupe-style silhouette and bold styling, setting it apart from typical boxy SUVs.
The TVC starring Vicky Kaushal is part of Tata Motors’ new campaign to highlight the innovative safety technology packed into this vehicle, especially the Autonomous Emergency Braking system—a first-in-segment offering from the brand.
Vicky Kaushal Behind the Wheel
In the commercial, Vicky Kaushal is seen driving the Tata Curvv across an open stretch of road, when suddenly an unexpected obstacle (a dummy pedestrian) appears. Instead of panicking or hitting the brakes manually, he lets the technology do the talking. The car automatically detects the obstacle and brings itself to a halt just in time, thanks to the Autonomous Emergency Braking system.
Kaushal’s calm demeanor and confidence in the vehicle’s system send a clear message: Tata Curvv isn’t just about style—it’s about saving lives.
What Is Autonomous Emergency Braking (AEB)?
Autonomous Emergency Braking is an advanced safety feature that uses radar and camera sensors to detect obstacles—whether a vehicle, pedestrian, or cyclist—and applies brakes automatically if the driver doesn’t react in time. This system significantly reduces the risk of collisions, especially in urban traffic scenarios where distractions or sudden interruptions are common.
In the Tata Curvv, this AEB system is expected to work in tandem with other ADAS (Advanced Driver Assistance Systems) technologies, including:
- Lane Keep Assist
- Blind Spot Monitoring
- Adaptive Cruise Control
- Forward Collision Warning
- Rear Cross Traffic Alert
A Shift in Indian Automotive Safety
Tata Motors has been one of the frontrunners in promoting road safety. With models like the Nexon and Punch scoring high on Global NCAP safety ratings, the introduction of AEB in the Curvv continues this legacy. For Indian consumers who are becoming increasingly safety-conscious, this feature could be a game-changer.
Currently, most cars in the under-₹20 lakh price segment do not offer AEB. Tata is positioning the Curvv as a premium yet affordable SUV with futuristic design and global-level safety—a major selling point for urban families and tech-savvy buyers.
Vicky Kaushal: The Perfect Brand Face
Vicky Kaushal’s image as a confident, modern, and reliable personality aligns well with Tata Curvv’s brand philosophy. He brings authenticity to the ad, making the technology feel approachable rather than overwhelming. His massive fan base also ensures that the campaign gets maximum visibility across television and digital platforms.
This isn’t Vicky’s first association with an automotive brand, but it’s certainly one of the most impactful in terms of message delivery. His endorsement adds a layer of credibility and aspirational value to the vehicle.
Design That Turns Heads
Beyond safety, the Tata Curvv is grabbing attention for its unique coupe-like design—something not commonly seen in this segment. Sleek LED headlamps, sharp creases, and a sloping roofline make it look sporty yet elegant. Inside, the cabin is expected to be equipped with:
- A large touchscreen infotainment system
- Fully digital instrument cluster
- Wireless charging
- Connected car tech
- Panoramic sunroof
The SUV will be available in both ICE (Internal Combustion Engine) and EV (Electric Vehicle) versions, further enhancing its appeal among different buyer segments.
Making Technology Mainstream
The new Tata Curvv ad featuring Vicky Kaushal is more than just a marketing campaign—it’s a move toward democratizing high-end safety technology. By demonstrating the AEB feature in a real-world scenario, Tata is not just advertising a product; they’re educating consumers on the importance of road safety and responsible driving.
This step reflects a broader trend in the Indian auto industry, where features once limited to luxury vehicles are trickling down to more accessible segments. Tata seems committed to leading this change.
Market Expectations and Competition
With the Curvv, Tata is aiming to take on strong rivals like the Hyundai Creta, Kia Seltos, Maruti Grand Vitara, and Toyota Urban Cruiser Hyryder. However, none of these rivals currently offer AEB in the same price bracket, giving Tata a strong edge in terms of safety credentials.
The company has not yet officially revealed the Curvv’s pricing, but it is expected to be in the ₹12–₹20 lakh range depending on the variant and powertrain options. If Tata nails the pricing, the Curvv could quickly become a segment disruptor.
Final Thoughts
The Tata Curvv TVC with Vicky Kaushal isn’t just about star appeal—it’s a bold statement of intent from Tata Motors. The use of Autonomous Emergency Braking as a focal point in the advertisement signifies the brand’s commitment to innovation and safety. With the Curvv, Tata isn’t just offering a car; it’s offering a smarter and safer way to drive.
As the automotive landscape evolves, features like AEB will no longer be luxuries—they will be necessities. And thanks to brands like Tata Motors, that future may arrive sooner than we think.
Hello, my name is Muskan Kumari and I am an experienced Digital Marketer. I have been blogging for the last 3 years and I have special interest in SEO. Here I give you easy bikes and writes easy-to-understand reviews and news about the latest bikes, helping readers choose the best options.. My aim is to always provide you with accurate, new and useful information.
