Duolingo

Swacchh Bhasha Abhiyaan

Client

Duolingo

Project

Brand Awareness

•

Earned Media

•

Campaign

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Instagram Reels

•

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Brief & Insight

In 2023, Duolingo, having captured the attention of the world for being a leading language-learning tool, wanted to create a buzzworthy moment that would spread awareness and encourage more Indians to take notice, and download their app. With English proficiency limited to a mere 10% of the population, Duolingo identified an opportunity to address a widespread issue—the epidemic of language errors.

Our Approach

Riding on the momentum of PM Modi’s Swachh Bharat Abhiyaan, Duolingo innovatively introduced "Swachh Bhasha Abhiyaan" - Duo’s passionate mission to rid the Indian streets of language errors. We redirected people's attention towards recognizing subtle yet significant language errors in their surroundings, such as on shop hoardings and local cart menus. For instance, one of our targets was a Momo cart hoarding that read 'Mom' instead of 'Momo'. This innovative approach aimed to raise awareness about the importance of language learning in an unconventional yet impactful manner.The campaign was Instagram-exclusive, leveraging the platform's organic reach through reels. Through collaboration with content creators and meme pages, we invited the general public to join our language revolution.

Key Results

With zero media spends, we garnered over 10.2 million cumulative views adding a remarkable 30K Instagram followers in less than a week, the campaign proved to be an undeniable organic success. For the campaign, we received the MOMMYS in the ‘Best use of reels’ category and an ET Trendies Jury Mention for the same.

Brief & Insight

In 2023, Duolingo, having captured the attention of the world for being a leading language-learning tool, wanted to create a buzzworthy moment that would spread awareness and encourage more Indians to take notice, and download their app. With English proficiency limited to a mere 10% of the population, Duolingo identified an opportunity to address a widespread issue—the epidemic of language errors.

Our Approach

Riding on the momentum of PM Modi’s Swachh Bharat Abhiyaan, Duolingo innovatively introduced "Swachh Bhasha Abhiyaan" - Duo’s passionate mission to rid the Indian streets of language errors. We redirected people's attention towards recognizing subtle yet significant language errors in their surroundings, such as on shop hoardings and local cart menus. For instance, one of our targets was a Momo cart hoarding that read 'Mom' instead of 'Momo'. This innovative approach aimed to raise awareness about the importance of language learning in an unconventional yet impactful manner.The campaign was Instagram-exclusive, leveraging the platform's organic reach through reels. Through collaboration with content creators and meme pages, we invited the general public to join our language revolution.

The Financial Express

Duolingo Launches ‘Swachh Bhasha Abhiyan’ to address incorrect signage, grammar errors

Key Results

With zero media spends, we garnered over 10.2 million cumulative views adding a remarkable 30K Instagram followers in less than a week, the campaign proved to be an undeniable organic success. For the campaign, we received the MOMMYS in the ‘Best use of reels’ category and an ET Trendies Jury Mention for the same.

Brief & Insight

In 2023, Duolingo, having captured the attention of the world for being a leading language-learning tool, wanted to create a buzzworthy moment that would spread awareness and encourage more Indians to take notice, and download their app. With English proficiency limited to a mere 10% of the population, Duolingo identified an opportunity to address a widespread issue—the epidemic of language errors.

Our Approach

Riding on the momentum of PM Modi’s Swachh Bharat Abhiyaan, Duolingo innovatively introduced "Swachh Bhasha Abhiyaan" - Duo’s passionate mission to rid the Indian streets of language errors. We redirected people's attention towards recognizing subtle yet significant language errors in their surroundings, such as on shop hoardings and local cart menus. For instance, one of our targets was a Momo cart hoarding that read 'Mom' instead of 'Momo'. This innovative approach aimed to raise awareness about the importance of language learning in an unconventional yet impactful manner.The campaign was Instagram-exclusive, leveraging the platform's organic reach through reels. Through collaboration with content creators and meme pages, we invited the general public to join our language revolution.

Key Results

With zero media spends, we garnered over 10.2 million cumulative views adding a remarkable 30K Instagram followers in less than a week, the campaign proved to be an undeniable organic success. For the campaign, we received the MOMMYS in the ‘Best use of reels’ category and an ET Trendies Jury Mention for the same.

Brief & Insight

In 2023, Duolingo, having captured the attention of the world for being a leading language-learning tool, wanted to create a buzzworthy moment that would spread awareness and encourage more Indians to take notice, and download their app. With English proficiency limited to a mere 10% of the population, Duolingo identified an opportunity to address a widespread issue—the epidemic of language errors.

Our Approach

Riding on the momentum of PM Modi’s Swachh Bharat Abhiyaan, Duolingo innovatively introduced "Swachh Bhasha Abhiyaan" - Duo’s passionate mission to rid the Indian streets of language errors. We redirected people's attention towards recognizing subtle yet significant language errors in their surroundings, such as on shop hoardings and local cart menus. For instance, one of our targets was a Momo cart hoarding that read 'Mom' instead of 'Momo'. This innovative approach aimed to raise awareness about the importance of language learning in an unconventional yet impactful manner.The campaign was Instagram-exclusive, leveraging the platform's organic reach through reels. Through collaboration with content creators and meme pages, we invited the general public to join our language revolution.

The Financial Express

Duolingo Launches ‘Swachh Bhasha Abhiyan’ to address incorrect signage, grammar errors

Key Results

With zero media spends, we garnered over 10.2 million cumulative views adding a remarkable 30K Instagram followers in less than a week, the campaign proved to be an undeniable organic success. For the campaign, we received the MOMMYS in the ‘Best use of reels’ category and an ET Trendies Jury Mention for the same.

Brief & Insight

In 2023, Duolingo, having captured the attention of the world for being a leading language-learning tool, wanted to create a buzzworthy moment that would spread awareness and encourage more Indians to take notice, and download their app. With English proficiency limited to a mere 10% of the population, Duolingo identified an opportunity to address a widespread issue—the epidemic of language errors.

Our Approach

Riding on the momentum of PM Modi’s Swachh Bharat Abhiyaan, Duolingo innovatively introduced "Swachh Bhasha Abhiyaan" - Duo’s passionate mission to rid the Indian streets of language errors. We redirected people's attention towards recognizing subtle yet significant language errors in their surroundings, such as on shop hoardings and local cart menus. For instance, one of our targets was a Momo cart hoarding that read 'Mom' instead of 'Momo'. This innovative approach aimed to raise awareness about the importance of language learning in an unconventional yet impactful manner.The campaign was Instagram-exclusive, leveraging the platform's organic reach through reels. Through collaboration with content creators and meme pages, we invited the general public to join our language revolution.

Key Results

With zero media spends, we garnered over 10.2 million cumulative views adding a remarkable 30K Instagram followers in less than a week, the campaign proved to be an undeniable organic success. For the campaign, we received the MOMMYS in the ‘Best use of reels’ category and an ET Trendies Jury Mention for the same.

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