Duolingo English Test launches 360° India campaign with real student stories

The Duolingo English Test (DET), used by more than 3 million test-takers globally, has launched a 360° campaign celebrating the aspirations of students across India, including Gujarat. Conceptualised and produced by Kulfi Collective, the campaign showcases the real stories of three students and reflects the determination of lakhs preparing for overseas education. The rollout includes films, OOH placements and influencer collaborations across one of India’s most active study-abroad regions.

The films follow Purva from Nagpur, Shashank from Bangalore and Vraj from Gujarat as they navigate common challenges associated with studying overseas, from finding an affordable and trusted English proficiency test to dealing with limited access in smaller cities. In each narrative, the Duolingo English Test appears as a reliable, digital and secure option that allows students to progress toward their goals. The message ‘Your dream is our dream too’ underpins the films, reinforcing DET’s focus on expanding access to global education.

Beyond the films, the campaign features OOH media such as billboards, bus shelters, cab wraps and auto hoods across Ahmedabad and Surat. Influencer collaborations with Nihit Parekh, Naisargi Musale, Aditya Patel, Rohit Shah, Akash Mehta and others further amplify local engagement and conversations around study-abroad journeys.

Gujarat accounted for around 8 percent of Indian students studying overseas in 2024, placing it consistently among the top three states sending students abroad. The DET has become a preferred option for many of these aspirants due to its accessible format and affordability.

Tara Kapur, market lead for the Duolingo English Test in India, says the campaign highlights the real ambitions of students seeking international education and emphasises DET’s role in lowering geographic and economic barriers. Kulfi Collective’s account director, Pourush Turel, notes that the creative approach centred on authentic student narratives and the platform’s ability to enable ambition.

Accepted by more than 6,000 universities in over 100 countries, including institutions such as the University of Toronto, Imperial College London and all eight Ivy League universities, the DET offers an online, on-demand test with results delivered in two days at a cost of approximately INR 6,000.