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Brief/Problem

Duolingo planned to launch a new course for Telugu speakers to learn English. However, with increasing resistance against speaking English instead of regional languages like Telugu, how could we encourage learning English without hurting sentiments?

Solution

Telugu audiences idolize their film stars, and with global hits like RRR, their stars have become global stars. We launched the course by tapping into the grandeur of Tollywood, making learning English feel as exciting and aspirational as a blockbuster movie.

Credit List

CCO: Abraham Varughese

Sr. CD: Shourya Ray Chaudhary

Copywriters: Siddharth Kumar, Kamya Jain, Christina Tom

Art Director: Archit Shrivastava