Duolingo has launched its new ‘Learn English from Punjabi’ course, enabling Punjabi speakers to learn English through Gurumukhi. The launch is supported by a campaign titled ‘Ullu Da Pattha’, conceptualised by Talented and produced by Calm Kaam.
The new course marks Duolingo’s second regional-language English course for North India after Hindi and expands its regional offering, which also includes Bengali, Telugu and Tamil.
With Punjabi spoken by more than 100 million people globally, the course is aimed at making English learning more accessible to Punjabi-speaking audiences in India and overseas.
View this post on Instagram
Rather than directly translating the product proposition, the campaign draws on Punjabi language, culture and humour. At its centre is the phrase ‘Ullu Da Pattha’, a colloquial expression often used playfully by parents and elders to describe someone as a fool or mischief-maker.
The campaign reframes the expression as a badge of sorts, with Duolingo mascot Duo taking on a more affable persona as he moves through Punjabi settings and encourages people to embrace the phrase.
The films feature everyday Punjabi situations, using humour and exaggerated scenarios to introduce English learning into familiar cultural contexts.
View this post on Instagram
Karandeep Singh Kapany, Regional Marketing Director, India and South East Asia, Duolingo, said, “Being able to launch this course in my mother tongue is incredibly meaningful and a moment of real pride for me. Punjabis have long embraced opportunities beyond borders, pursuing education, careers and new beginnings around the world. By making English learning available in Punjabi, we're helping remove language barriers and enabling even more people to access the opportunities that English can unlock. This launch reflects our commitment to making high-quality education more accessible, inclusive and relevant for learners across South Asia and beyond.”
View this post on Instagram
Ankush Sabharwal and Leena Gupta, Creatives at Talented, said, “Being called an ‘Ullu Da Pattha’ is a rite of passage if you grew up in a Punjabi household. We loved how naturally the phrase lent itself to Duo, and how it gave us an opportunity to show a different side of him. We’ve mostly seen him in his more unhinged avatars, so we wanted to make him lovable and affable, like this guy who has arrived in Punjab and is slowly building his community. There was something very funny about imagining Duo going around, winning people over and turning them into Ullu Da Patthas. It felt like a very natural way for him to find his place in Punjab.”
Anant Sharma, Director, said, “Working with Duo, both the brand and the mascot, was tons of fun. The whacky, silly humour, combined with Duo’s signature snark, makes you love the brand even more, especially when placed in typically Punjabi contexts. I’m super excited to see the response from Punjabis, hoping that they find a representation of our culture in these quick, fun snippets”!
