#UNDUNKI With Duolingo English Test

Given that the Duolingo English Test (DET) was a new player in the Indian market, its awareness was lower compared to its competitors. DET wanted to create an opportunity to showcase its USPs and why it was a 'smarter' option compared to other routes to go abroad. It also aimed to leverage and build on the awareness and brand love that Duolingo had in the market to make its mark.

Driven by the desire for global opportunities, many Indian students resort to illegal immigration, known as "Donkey Flights," due to frequent victimisation by fraudulent visa scams, falsified results, and illegal consultancies. Shockingly, in 2023, 96,917 Indians were arrested for attempting illegal entry into the US, highlighting the severity of the issue and the risks involved.  Capitalising on the release of Rajkumar Hirani's blockbuster film 'Dunki', DET seized the opportunity to raise awareness about smarter alternatives for studying abroad. Leveraging the characters' frustration with competitor IELTS showcased in the film's trailer, DET strategically positioned itself as the preferred choice, amplifying its message and leaving a lasting impact on the audience.