India – Duolingo, in partnership with creative agency Talented, has unveiled a vibrant new campaign steeped in Tamil pop culture, marking the launch of its latest language-learning course, ‘Learn English from Tamil.’
The campaign introduces ‘English Vaathi Duo,’ inspired by ‘Vaathi,’ the Tamil word for teacher, and filled with the style, energy, and charm of Tamil cinema. By embodying Kollywood’s mass-entry flair and adopting a nickname that reflects Tamil Nadu’s love for creative monikers, the campaign blends Duolingo’s global appeal with local cultural pride.
Duolingo and Talented tapped into iconic pop culture moments, featuring vibrant dance sequences, catchy kuthu beats, and larger-than-life theatrics to breathe life into the campaign. The result is a seamless fusion of Duo’s playful, persistent charm with the dazzling spectacle of Tamil Nadu’s superstar-driven culture.
Karandeep Singh Kapany, regional marketing director at Duolingo India, said, “Localisation lies at the heart of our mission to make language learning accessible and relevant for everyone. With the ‘Learn English from Tamil’ course, we’re excited to offer Tamil speakers an opportunity to learn English in a way that feels culturally resonant and engaging. India’s linguistic diversity inspires us to create courses that reflect the unique needs of our users, and this launch is another step in our journey to empower learners across the country.”
Abhishek and Nikhil Unni, brand strategy and creatives at Talented, also shared, “In Tamil Nadu, earning a moniker isn’t just about a name—it’s a rite of passage. It signifies a connection with the people, an acceptance into the cultural fabric of this vibrant state.”
“With ‘English Vaathi Duo,’ we wanted to create a moniker that not only reflects Duo’s role as a teacher but also becomes a natural extension of Tamil Nadu’s pop culture landscape. This campaign was the result of a true meeting of minds between the brand, production, and agency teams, moving in lockstep to every stage with a shared excitement, trust, and unwavering commitment to the idea,” they added.
The launch of the Tamil language learning course marks Duolingo’s fourth addition to its series of free, engaging, and culturally resonant English lessons taught in regional languages, following Hindi, Bengali, and Telugu.
“Duo, a mascot with a global mass appeal and an outrageous brand of humour, gave us the perfect canvas to reimagine his personality through the lens of Tamil cinema’s flair and energy. Exploring this superstar flavour for the campaign was not just a fun creative challenge but an incredibly rewarding experience that allowed us to celebrate the best of both worlds,” Abhishek Jayakrishnan and Naveen Cano, directors and co-founders at Out of Syllabus Productions, said.
