Duolingo partners with Dunki and influencers in strategic language learning campaign

Identifying an opportunity to join the conversation around moving abroad with the launch of Rajkumar Hirani’s film ‘Dunki’, the Duolingo English Test (DET) launched a campaign to position itself as the smarter choice for individuals aspiring to pursue international studies in the US, UK and rest of the world. The DET advocates itself as an alternative for English proficiency testing for individuals wishing to pursue education overseas.

Conceptualised by Digitas in collaboration with Red Chillies Entertainment, the DET partnered with the film Dunki to create a co-branded video asset featuring Taapsee Pannu, recommending the DET as a smarter alternative to reach one’s dream university.

Tara Kapur, Marketing Head for Duolingo English Test in India said, “The Duolingo English Test is a student-friendly alternative for English Proficiency testing, and as a result is a much more convenient option to the traditional options out there. When we saw the story line of Dunki, with the characters facing so many challenges to get abroad, we saw a very natural connect with the film’s narrative. Given the DET’s convenience, we used this as an opportunity to present it as a ‘smarter’ way to get abroad in comparison to what else is out there. We are committed to making English assessment seamless, accurate, and accessible, ensuring that every student’s journey to prestigious universities is less stressful. This campaign was a great way for us to get that message across in a light, entertaining manner.”

The DET also collaborated with popular Gen Z influencers such as Dharna Durga (@dharnaaa), Arun Singh (@thejhumroo) and Pulkit Kochar who integrated both the DET and Dunki into their creatives, showcasing the benefits of the test. The DET provides results within 2 days, allowing students to gauge their proficiency and move forward with their study abroad plans.

Abraham Varughese, Chief Creative Officer, Digitas India, said, “11.30 am: Pitched opportunity to DET. 1 pm: Call with Red Chillies Entertainment. 4 pm: Presented scripts to Taapsee Pannu’s team. 5 pm: Wrapped-up shoot. Two things learned- opportunity doesn’t find you, and nothing trumps a client who’s passionate and persistent about great work like you are. DET’s ‘Dunki’ partnership is moment marketing done right.”

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