Tata Motors has roped in Bollywood star Vicky Kaushal as its brand ambassador for both passenger EVs and internal combustion engine (ICE) vehicles.

• The appointment marks a significant move for the auto giant as it aims to reinforce its leadership in India's electric vehicle (EV) market.
• Tata Motors, while the leading player in the Indian EV sector, has experienced fluctuations in its market share.  
• Reports indicate that in November 2024, the brand held a 49% market share, a sharp decline from 68% in November 2023. 
• Tata Motors aims to strengthen brand recall and consumer engagement by bringing in a high-profile ambassador.
• This marks the brand's inaugural appointment of a celebrity for its EV segment and the first instance since 2018 that Tata Motors has engaged a brand ambassador, following Hrithik Roshan's signing to promote the updated Tata Tigor model.