Duolingo launches Punjabi-to-English course with a distinctly Punjabi campaign

MUMBAI: For Duolingo, learning English in Punjab comes with a distinctly Punjabi twist.

Duolingo has launched its new “Learn English from Punjabi” literacy course, giving Punjabi speakers in India and around the world a free and engaging way to learn English directly from Gurmukhi.

Punjabi is spoken by more than 100 million people worldwide, with sizeable communities across India, Canada, the United Kingdom, the United States and Australia. By starting the learning journey in Gurmukhi, Duolingo aims to make English more accessible while helping learners pursue education, career opportunities and connections beyond their home markets.

The launch also marks Duolingo’s second regional-language course for North India, following Hindi. Punjabi joins the platform’s growing portfolio of regional-language courses, which also includes Bengali, Telugu and Tamil.

The campaign has been conceptualised by Talented & Calm Kaam, which has chosen to go beyond a straightforward language translation. Instead, the campaign draws heavily on Punjabi culture, humour and everyday situations.

At its centre is “Ullu Da Pattha”, a familiar Punjabi phrase often used playfully to describe a fool or mischief-maker. The campaign turns the expression on its head, transforming what is usually a light-hearted reprimand from parents and elders into an aspirational badge.

The campaign films place Duolingo’s mascot, Duo, in recognisably Punjabi settings, from arguments and celebrations to everyday interactions. English appears in unexpected ways, allowing Duo to take on a more affectionate and approachable persona as he moves through Punjab and gradually turns more people into “Ullu Da Patthas”.

“Being able to launch this course in my mother tongue is incredibly meaningful and a moment of real pride for me,” said Duolingo regional marketing director, India and South East Asia, Karandeep Singh Kapany.

He said Punjabi communities have long embraced opportunities beyond borders, adding that making English learning available in Punjabi could help remove language barriers and widen access to education and career opportunities.

The creative team behind the campaign said the phrase “Ullu Da Pattha” provided a natural way to introduce a different side of Duo to Punjabi audiences.

“Being called an ‘Ullu Da Pattha’ is a rite of passage if you grew up in a Punjabi household,” said Talented & Calm Kaam creatives Ankush Sabharwal and Leena Gupta. They said the campaign aimed to make Duo more lovable and affable while building a sense of community around the mascot.

Director Anant Sharma said the combination of Duo’s humour and Punjabi settings was designed to make the campaign more relatable to local audiences.

The films were produced by Bushra Shariff’s Calm Kaam.

The “Learn English from Punjabi” course is now available on the Duolingo app, giving Punjabi speakers a new route to English learning without having to leave their native script behind.