The Duolingo English Test (DET) has rolled out a nationwide 360-degree brand campaign that focuses on the real experiences of students preparing for overseas education. Trusted by over 3 million test-takers globally, the DET is using this campaign to highlight the determination and constraints that shape the study-abroad journey for thousands of Indian aspirants, including those from Gujarat — one of the country’s most active study-abroad regions.
Conceptualised and produced by Kulfi Collective, the campaign presents the stories of three students — Purva from Nagpur, Shashank from Bengaluru, and Vraj from Gujarat. Each narrative reflects common realities: the search for an affordable and dependable English proficiency test, limited access to testing facilities in smaller cities, and the broader emotional and logistical challenges involved in preparing to study abroad. In each film, the Duolingo English Test is positioned as the digital, accessible option students rely on. The pieces close with the campaign’s core message: 'Your dream is our dream too.'
Beyond the films, the 360-degree rollout extends strongly into Gujarat. Billboards, bus shelters, cab wraps and auto hoods in Ahmedabad and Surat form a significant part of the campaign’s visibility push. The campaign also includes influencer collaborations with creators such as Nihit Parekh, Naisargi Musale, Aditya Patel, Rohit Shah and Akash Mehta, aimed at building conversations around the realities of pursuing international education and how students navigate access, affordability and opportunity.
Gujarat remains a major contributor to India’s outbound student population. In 2024, the state accounted for about 8% of Indian students studying in countries such as the United States, United Kingdom, Canada and Australia — placing it consistently among the top three states for study-abroad aspirations. According to the brand, the Duolingo English Test has emerged as a preferred choice for many applicants from the region because of its digital, on-demand testing format.
Speaking about the campaign, Tara Kapur, Market Lead for Duolingo English Test in India, said: “These stories come straight from the heart of thousands of students who are chasing their dreams of studying abroad. Through these films, we wanted to celebrate the determination and spirit of students across India. The Duolingo English Test has always stood for accessibility; breaking barriers of geography, affordability and opportunity. It’s a bridge that connects students to possibilities around the world. These films are our way of saying: your dreams matter, and we’re here to help you achieve them.”
Kulfi Collective, the creative partner behind the campaign, said its approach was built around the authenticity of the three featured students. “Our approach was to highlight these students, their authentic narratives, and how the Duolingo English Test acts as an enabler for their dreams,” said Pourush Turel, Account Director at Kulfi Collective. “We built stories of hope, hustle and the belief that no dream is out of reach, and that the Duolingo English Test helps bridge their ambitions to compete at a global level.”
The Duolingo English Test is accepted by more than 6,000 universities in over 100 countries, including the University of Toronto, Imperial College London and all eight Ivy League institutions in the United States. The test is entirely online and on-demand, can be taken anytime from home, provides results within two days and costs approximately INR 6,000.
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