Ad Campaigns
Duolingo English Test launches #FasterWayForward, its first-ever local campaign in India
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.”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
