Tata Harrier.ev, in collaboration with Red Bull, has rolled out a campaign, 'The River Crossing, Harrier.ev Impossibles - Act II', featuring Red Bull Motorsport athlete, Rally and Hill Climb Champion and Guinness World Record holder, Abdo Feghali, to showcase the EV's QWD dual-motor offerings.

The campaign comprises an ad film.

The film opens with the line, 'Nothing breaks like water, because nothing bends like water', before revealing the Harrier.ev on a rocky riverbank in Himachal Pradesh with Red Bull drift legend Feghali. He takes the wheel, drifting across a narrow hillside path, admitting he’s danced with cars everywhere, but today is different. A voiceover frames the Beas River as a force, turning durability into a real test instead of a spec sheet claim. Tata Motors brings the Harrier.ev back after its Kerala mountain climb for a second challenge: crossing one of the widest, strongest sections of the Beas downstream of the Pong dam. The course runs through a brutal stone-covered bank, deep backwaters, and heavy currents, and the QWD dual-motor all-wheel-drive variant powers through with its 235 BHP rear motor, 156 BHP front motor, and 75 kWh battery offering 627 km of range. The river slams, the motors pull in perfect sync, and what you see is capability in motion. The film ends with the Harrier.ev climbing out of the water, closing on Harrier.ev Impossibles – Act II.

What we think about it: The film turns a spec-heavy product story into a visceral challenge, using the Beas as a proving ground instead of a backdrop. It’s visually striking and leans on Feghali’s credibility, though the narrative is so focused on the stunt that the everyday relevance of the Harrier.ev’s capability never really lands.

The campaign went live across social media platforms on 4 December.