Mumbai: Duolingo English Test (DET), a modern English proficiency assessment for today’s international students and institutions, launches its local campaign, #FasterWayForward. The campaign’s films have been conceptualised by Digitas India, and produced by Doradigs. The first film, titled ‘Cafe’, showcases how the DET offers a hassle-free, easy, fast, and convenient path to English proficiency for students embarking on their study abroad journey.
The DET has emerged as a crucial tool for students aspiring to enter reputed universities worldwide, particularly in the US, due to its wide acceptance and recognition by academic institutions across the country. In line with this, the campaign's flagship film comes at a time when students are preparing their applications for the spring intake at most universities in the US. America is home to some of the world's most esteemed educational institutions, which offer exceptional learning opportunities and exposure to diverse cultures. The DET serves as a bridge to these universities by assessing their English language proficiency accurately and efficiently. By providing a reliable and accessible means of demonstrating language skills, the test opens doors for Indian students, empowering them to pursue higher education in renowned US universities and provides a “faster way forward” towards unlocking a world of opportunities.
The campaign aligns with the DET's mission to create a world where access to quality education is a reality for everyone, irrespective of geographical boundaries or language constraints. The Digitas team was able to create films that captured Indian students' aspirations and excitement when it comes to their study abroad journey, and aligns with DET's convenient, fast, and affordable path to English proficiency that keeps test takers at the heart of the testing process.
Duolingo English Test marketing head Tara Kapur in India said, "We are thrilled to present a series of films that narrate the story from the perspectives of our students. Studying abroad is a life changing period in a student’s life, and we wanted to showcase the joy and excitement it provides to them. We believe that testing should never be a barrier to education and achieving one's goals, and hence provide a digital test that is convenient, cost-effective and most importantly provides a layer of comfort for students, allowing them to take the test from their own homes. With the #FasterWayForward campaign, we want to highlight that there is a faster, more convenient way to take a test."
The campaign will extend its impact through various mediums like on-ground activations, influencer activations, paid amplification, contests and will have a holistic approach across platforms. These initiatives broaden the campaign's reach, engaging a wider audience, and enhancing the overall effectiveness of #FasterWayForward in empowering Indian students towards their study abroad dreams. With its expansion in India, the DET reaffirms its commitment to providing convenient and universal testing, affordable pricing, and leveraging cutting-edge technology to democratize access to global opportunities.
Digitas India CCO Abraham Varughese said, "Our objective was to capture the joy and relief of receiving good news during that crucial period when students wait for so many things to line up perfectly, so they can embark on their college journey. Each film portrays a real-life moment that every student relates to.”
