In partnership with Red Chillies Entertainment, the Duolingo English Test (DET) shared a PSA with the movie viewers, advocating for a user-friendly, cost-effective and hassle-free alternative for students aspiring for global education
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 clever reactive 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 a hassle-free, easy, fast, and convenient alternative for English proficiency testing for individuals wishing to pursue education overseas, instead of having to go through such complicated routes to get there.
Conceptualized 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. The Duolingo English Test (DET) has emerged as an essential tool for students aiming to gain admission to prestigious global universities. Its broad acceptance and acknowledgment by academic institutions across the globe position the DET as a key pathway for students, accurately and efficiently evaluating their proficiency in the English language.
Capitalizing on the momentum generated by the film ‘Dunki’, the DET also collaborated with popular Gen Z influencers such as Dharna Durga (@dharnaaa), Arun Singh (@thejhumroo) and Pulkit Kochar who seamlessly integrated both the DET and Dunki into their creatives, showcasing the benefits of the test. A user-friendly alternative to traditional English proficiency tests, the DET provides fast results within 2 days at a much lower cost, allowing students to quickly gauge their proficiency and move forward with their study abroad plans.
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.”
Other on ground activations that amplified this narrative included vox-pops capturing Dunki x DET reviews, engaging challenges with the DET mascot outside PVR cinemas across India, a 10-day social media contest offering participants the chance to win free DUNKI movie tickets and exclusive DUNKI X DET merchandise.
Abraham Varughese, Chief Creative Officer, Digitas India said, “’11.30am:Pitched opportunity to DET. 1pm: Call with Red Chillies Entertainment. 4pm: Presented scripts to Taapsee Pannu’s team. 5pm: 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.”
