The Duolingo English Test (DET) has partnered with Red Bull India’s Moto Jam 2026 to roll out a youth-focused campaign aimed at engaging Gen Z, particularly STEM and engineering students aspiring to study abroad.
Held in Greater Noida, Red Bull Moto Jam drew close to 10,000 fans and featured global talent, including Formula 1 rookie Arvid Lindblad.
Conceptualised by Kulfi Collective, the campaign spans campus, creator and on-ground experiences. At its core was the nationwide ‘DETermined to Drive’ contest, inviting engineering students to submit car modification ideas in under 100 words. The initiative saw around 1,000 entries, with winners flown to New Delhi for an all-expenses-paid Moto Jam experience, including access to the pit lane and an opportunity to meet Lindblad.
DET’s mascot Duo also played a central role, appearing as a content creator at the event with behind-the-scenes access. Among the highlights was the ‘Thiccshaw’a custom F1-inspired hybrid rickshaw developed by Wrap2Earn which blended local culture with motorsport aesthetics and generated significant social buzz. Influencer collaborations with Mahir Malhotra and The Sidepod further amplified reach among niche audiences.
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.” he added.
Pourush Turel, Senior Account Director, Kulfi Collective said “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.”
