New Delhi, Apr 02: The Duolingo English Test (DET) partnered with Red Bull India’s Moto Jam, one of the country’s largest motorsport festivals, for a youth-first integrated campaign designed to engage Gen Z audiences, particularly STEM and engineering students aspiring to study abroad. Held in Greater Noida, Red Bull Moto Jam 2026 brought together around 10,000 fans and featured global motorsport talent, including F1’s only rookie for the 2026 season, Arvid Lindblad. For India’s rapidly growing Formula 1 fanbase, the event represented more than just motorsport, it was a cultural moment and DET positioned itself at the centre of it.
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.”
The campaign was built on a simple cultural insight: whether it’s a racer pushing limits on the track or a student preparing to move countries, both journeys require determination, preparation and self-belief. This became the foundation of the campaign, positioning DET not just as a test provider but as a brand embedded in ambition and global aspirations. It also introduced students to career pathways in motorsport, highlighting relevant international courses and colleges for those looking to turn their passion into a profession.
From campus classrooms to pit lanes and creator collaborations
Conceptualised by Kulfi Collective, the campaign connected India’s massive base of engineering and STEM students with the world of global motorsport, showing how passion can translate into international careers and positioning the Duolingo English Test as the first step in that journey.
At the heart of the campaign was the nationwide ‘DETermined to Drive’ contest, which invited engineering students to submit their car modification idea in 100 words or less. Amplified through creator collaborations, the contest generated around 1000 entries from students across India, with winners being flown to New Delhi for an all-expenses-paid Red Bull Moto Jam experience, where they not only an up-close look at the engineering and precision behind a racing car but got a once in a lifetime opportunity to meet Arvid in person.
DET’s iconic mascot Duo also became a central content engine for the campaign, attending Moto Jam as a creator, gaining garage access and interacting with Arvid Lindblad. One of the most talked-about moments included the Thiccshaw, a custom F1-inspired hybrid rickshaw, developed by the Wrap2Earn team, that blended motorsport culture with a local twist, generating significant social buzz and shareable content. Influencer collaborations with Mahir Malhotra and The Sidepod also amplified the campaign’s reach with niche, but highly targeted audiences. The campaign also extended to campuses through the “Pen to Pitlane” activation at IIT Delhi, where DET set up interactive booths connecting education, global opportunities and motorsport engineering. The campus activation included engagement zones, study abroad information and a Moto Jam ticket giveaway, helping bridge the gap between aspiration and access.
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.”
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