The Duolingo English Test partnered with Red Bull India for a youth-focused integrated campaign at Red Bull Moto Jam 2026, positioning itself at the intersection of motorsport culture, education and global career aspirations.
Conceptualised by Kulfi Collective, the campaign was designed to engage Gen Z audiences, particularly STEM and engineering students, by linking their passion for motorsports with international education pathways. Held in Greater Noida, the event drew around 10,000 attendees and featured global talent including Arvid Lindblad, providing a culturally relevant platform for DET to integrate its messaging.
The campaign was anchored in the insight that both motorsport and studying abroad require discipline, ambition and self-belief. This formed the basis for positioning DET not just as a testing service, but as a gateway to global opportunities, particularly within niche career paths such as motorsport engineering.
A key element of the campaign was the nationwide ‘DETermined to Drive’ contest, which invited engineering students to submit car modification ideas in 100 words or less. The initiative generated approximately 1,000 entries and was amplified through creator collaborations. Winners were flown to New Delhi for an immersive Moto Jam experience, including pit-lane access and an interaction with Lindblad, blending aspiration with real-world exposure.
The campaign extended across multiple touchpoints, combining digital, on-ground and campus-led activations. DET’s mascot Duo played a central role as a content driver, participating in the event, gaining garage access and interacting with talent. A standout activation included the ‘Thiccshaw’, a custom F1-inspired hybrid rickshaw developed with Wrap2Earn, which generated social media traction through its blend of local culture and motorsport aesthetics.
Influencer partnerships with Mahir Malhotra and The Sidepod further amplified reach among niche but highly engaged communities. These collaborations enabled the campaign to tap into existing fan bases and drive contextual relevance within the motorsport ecosystem.
On-ground engagement was reinforced through the ‘Pen to Pitlane’ activation at IIT Delhi, where interactive booths connected students with study abroad opportunities and motorsport careers. The activation included engagement zones, informational resources and ticket giveaways, effectively bridging awareness and participation.
Tara Kapur, marketing head, Duolingo English Test, said, "Red Bull Moto Jam was a defining cultural moment for young India and we wanted DET to play a meaningful role in it. Young people today do not view career paths the way earlier generations did. They are increasingly looking to bring their passions and professions closer together. With India seeing one of the fastest-growing motorsports fandoms in the world, especially among Gen Z, we saw an opportunity to use this campaign to expand how they think about their future within the sport they love. Every element of the campaign was designed to connect with ambitious young Indians, particularly STEM aspirants towards a future abroad. The energy and enthusiasm we saw from students were incredible, and it reaffirmed that this is exactly the space DET should be in.”
Pourush Turel, senior account director, Kulfi Collective, added, "Motorsports is fast becoming a strong cultural space for young India, especially among engineering and STEM students. Our focus was to translate that energy into something participative and tangible, while connecting students with real engineering and career pathways. We moved beyond a traditional campaign to create an experience that students could actively engage with from ideation through the contest to experiencing Moto Jam up close. Bringing that journey to life across creators, campus and on-ground at the event helped make the idea both immersive, relevant and positioned DET as a very natural first step in the journey from Indian campus to global education.”
The campaign reflects a broader shift towards experiential and culture-led marketing, where brands embed themselves within passion ecosystems to drive deeper engagement. By combining motorsport fandom, education and creator-led storytelling, DET positions itself as a relevant and aspirational brand for India’s globally minded youth.
