Dua Lipa, one of the world’s biggest pop stars, was set to make her long-awaited return to India after five years, sending fans into a frenzy. For Duolingo, this was the perfect opportunity to connect with its audience, playing on the viral meme of the brand’s mascot being hopelessly obsessed with the singer. But this love story had its challenges. Big brands with big budgets and grand sponsorship deals were ready to take over the concert, leaving no room for Duolingo’s poor, love-struck owl. If Duo couldn’t be inside the concert, it would make the whole event about itself.