Kerala Youths ‘Challenge’ Tata Harrier.ev Ad’s Off-Road Prowess with Everyday Cars
VAGAMON, KERALA – June 18, 2025 – A recent advertising campaign by Tata Motors for its upcoming Harrier.ev, showcasing the electric SUV’s formidable off-road capabilities by conquering Kerala’s infamous “Elephant Rock,” has been met with an unexpected and viral response from a group of local youths. Their audacious parody video, featuring common two-wheel-drive vehicles tackling the same treacherous terrain, has sparked widespread discussion online, leading many to question the perceived exclusivity of the EV’s off-road prowess.
The original Tata Harrier.ev teaser, released ahead of the electric SUV’s anticipated launch, depicted professional off-roader Dr. Mohammed Fahed expertly navigating the challenging Elephant Rock in Vagamon. The ad highlighted the Harrier.ev’s advanced features, including its dual-motor all-wheel-drive (AWD) system, dedicated rock crawl mode, off-road cruise assist, and a 360-degree camera with a transparent bonnet view, aiming to position it as a revolutionary electric off-roader.
However, the ad’s bold claims prompted a swift and humorous counter-challenge from a group of Kerala boys. Led by Instagram user Abhijit Shaji, they uploaded a video showing themselves driving a Maruti Suzuki Alto, a Toyota Innova Crysta, and a Mahindra XUV300 – all standard 2WD vehicles – up remarkably similar, if not the exact same, difficult inclines and rocky paths. The parody cleverly used cinematic angles and editing reminiscent of the original ad, setting it to a popular Malayalam song, to underscore their point.
Their video quickly went viral across social media platforms, eliciting a mix of awe, amusement, and debate among netizens. While some praised the boys’ driving skills and resourcefulness, others debated whether the terrain they conquered was indeed as formidable as Elephant Rock, with some sources suggesting it might be Uravappara, another challenging spot in Kerala. Regardless, the intent was clear: to playfully demonstrate that with skill and determination, even everyday cars can achieve feats typically associated with specialized off-roaders.
The Tata Harrier.ev boasts impressive specifications, including a dual-motor AWD setup producing a combined 390 hp and 504 Nm of torque, allowing it to accelerate from 0 to 100 km/h in just 6.3 seconds. It also offers multiple terrain modes, including Snow, Sand, and Rock Crawl, along with a Boost mode for maximum performance.
The incident highlights Kerala’s unique automotive culture, known for its passionate enthusiasts who often push the boundaries of vehicle customization and performance. While the original ad successfully showcased the Harrier.ev’s capabilities, the spontaneous “challenge” from the local youths has added an intriguing layer to the narrative, prompting a broader conversation about off-road advertising and real-world vehicle performance.
Tata Motors has yet to officially comment on the viral parody, but the incident has undoubtedly generated additional buzz for the Harrier.ev, albeit not in the way originally intended. It serves as a reminder that in the age of social media, even multi-million-dollar ad campaigns can face an organic, grassroots “challenge” that captivates public attention.