Tata Motors has announced a new association with Red Bull India, which aims to blend the company’s evolving electric vehicle portfolio with Red Bull’s culture of performance and adventure, creating content-driven challenges that put both products and athletes through unconventional and demanding scenarios.
The collaboration kicks off with Tata’s newest electric, the Harrier EV, which will feature in a specially designed stunt with Red Bull India athlete Abdo “Dado” Feghali.
A global name in rallying and drifting, Feghali is also a Guinness World Record holder for the longest drift and brings international credibility to the campaign.
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In the first challenge, the Harrier EV’s off-road capability is tested across steep and demanding terrain, with performance-focused driving forming the centrepiece of the activation.
Commenting on the partnership, Vivek Srivatsa, Chief Commercial Officer, Tata Passenger Electric Mobility Ltd., said the association reflects a shared DNA between the two brands.
He highlighted that both Tata Motors and Red Bull stand for innovation, performance, and boundary-pushing experiences, and that the campaign would showcase how advanced technology and design can go hand-in-hand with adventure and extreme performance.
Feghali, who has already completed the challenge with the Harrier EV described the vehicle as exceeding expectations. He pointed to its strong torque delivery and capability on steep terrain, stating that the SUV handled obstacles with ease and delivered smooth, controlled performance throughout.
According to Tata Motors, this collaboration marks the start of a series of experiential showcases designed to underline the brand’s EV ambitions and performance-focused engineering.
The first Harrier EV challenge is expected to go live across digital platforms in the coming days, with more content planned as the association deepens in the months ahead.