Duolingo English Test launches its first local campaign in India

The first film, titled ‘Cafe’, aims to showcase how the DET offers a convenient path to English proficiency for students embarking on their study abroad journey.

Duolingo English Test (DET), an English proficiency assessment for today’s international students and institutions, launches its local campaign, #FasterWayForward. The campaign’s films have been conceptualized by Digitas India, and produced by Doradigs.

The first film, titled ‘Cafe’, aims to showcase how the DET offers a hassle-free, easy, fast, and convenient path to English proficiency for students embarking on their study abroad journey.

The DET is a tool used by students aspiring to enter universities worldwide, particularly in the US, due to its acceptance by academic institutions across the country. In line with this, the campaign's flagship film comes at a time when students are preparing their applications for the spring intake at most universities in the US.

The film aligns with the DET's mission to create a world where access to quality education is a reality for everyone, irrespective of geographical boundaries or language constraints.

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The campaign will extend its impact through various mediums like on-ground activations, influencer activations, paid amplification, contests and will have a holistic approach across platforms. These initiatives broaden the campaign's reach, engaging a wider audience, and enhancing the overall effectiveness of #FasterWayForward in empowering Indian students towards their study abroad dreams.

Tara Kapur, Marketing Head for Duolingo English Test in India said, "We are thrilled to present a series of films that narrate the story from the perspectives of our students. Studying abroad is a life-changing period in a student’s life, and we wanted to showcase the joy and excitement it provides to them. We believe that testing should never be a barrier to education and achieving one's goals, and hence provide a digital test that is convenient, cost-effective and most importantly provides a layer of comfort for students, allowing them to take the test from their own homes. With the #FasterWayForward campaign, we want to highlight that there is a faster, more convenient way to take a test."

Abraham Varughese, Chief Creative Officer, Digitas India said, "Our objective was to capture the joy and relief of receiving good news during that crucial period when students wait for so many things to line up perfectly, so they can embark on their college journey. Each film portrays a real-life moment that every student relates to.”