Tata Motors Cars has rolled out a campaign for Tata Curvv, 'The Gully Gets Gurl-e,' celebrating the spirit of the Tata Women's Premier League (WPL).

As part of this initiative, the brand pledges to contribute INR 5 lakh towards the upliftment of girls' cricket for every ball that hits the Curvv during the tournament, reinforcing its commitment to empowering women in sports.

The campaign features an ad film that challenges stereotypes and celebrates women in cricket. It opens with a voice-over: "Play a girl's sport instead." This sets the stage for a montage of women and girls passionately playing cricket, shattering outdated perceptions. The narrative then shifts to a bustling street where a group of boys is engaged in a casual game. A Tata Curvv pulls up, and a woman steps out, picking up the ball with a knowing smile signalling her intent to play. As the voiceover echoes, "The streets are not for girls," the scene unfolds to reveal women cricketers stepping forward, asserting their space, and owning the game. The film captures the relentless spirit of women who have defied conventions, not to break into the boys’ club, but to build their own. It is a bold statement of empowerment charging the streets with a new energy. Because now, it’s time to let the gully get Gurl-e.

What we think about it: A bold and empowering campaign that turns every cricketing moment into a step forward for women in sports. By blending social impact with powerful storytelling, the ad delivers a compelling message women aren’t here to join the game; they’re here to own it!

The campaign was rolled out across social media platforms 8 March.