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English Vaathi Coming! Duolingo’s latest campaign, designed by Talented, marks the introduction of its ‘Learn English from Tamil’ course in Tamil Nadu. The campaign draws inspiration from the Tamil word “Vaathi,” meaning teacher, and incorporates the grandeur, swagger, and fanfare of Tamil cinema, with a nod to the region’s deep-rooted love for dramatic and celebratory moments.
This is Duolingo’s fourth Indic course, following Hindi, Bengali, and Telugu, in its series of English lessons taught in regional languages. The campaign introduces a new star – the ‘English Vaathi Duo’ – who embodies the mass-entry style of Kollywood and a nickname that reflects Tamil Nadu’s cultural affinity for endearing titles.
"From embodying the mass entry swagger of Kollywood to adopting a moniker that reflects Tamil Nadu’s deep-rooted love for nicknames, the campaign fuses the brand’s universal appeal with local pride," said the campaign team.
The social-first initiative leverages iconic moments from Tamil pop culture, featuring dance sequences, catchy kuthu beats, and larger-than-life theatrics, all while aligning Duolingo’s playfully persistent personality with Tamil Nadu’s superstar culture.
Watch the film here: Instagram Link
