National: The Duolingo English Test (DET) launched the ‘Why I took the DET’ campaign, featuring testimonials from six students who highlight how the test transforms study abroad aspirations. The campaign, produced by Supari Studios, showcases the DET as a convenient, affordable, fast, and hassle-free path to English proficiency for international students and institutions.
In 2023, India, a top source of international students for English-speaking nations, showed growth with Indian students expanding their applications globally. This rise highlights the ongoing need for accessible English testing options, now reaching beyond cities to smaller areas like Andhra Pradesh and Telangana. Digitas India’s campaign aims to engage students in these regions effectively.
The films showcase stories of test-takers Murrad, Pragya, Rahul, Rushil, Naveen, and Rushikesh, highlighting why DET was their choice for studying abroad. DET delivers quick results and costs around INR 5000, enabling Indian students, even in remote areas, to apply to top universities globally.
Tara Kapur, Marketing Head for Duolingo English Test in India said, “There’s no better way to showcase one’s product than to have consumers talk about it and share their experiences. That’s why we decided to be extremely direct and showcase a range of students from across India, and have them share their DET stories. Ultimately the Duolingo English Test is just one step in a student’s application process for studying abroad, and we want to make sure that we are providing students with a bridge to higher education, instead of being a barrier in that journey. This campaign comes at a perfect time, as many students are gearing up to submit their applications for the spring intake at universities in the US.”
Manoti Jain, COO, Supari Studios, “At Supari Studios we aimed to ensure that we enable the brand’s vision to capture student success stories. Every year thousands of students around India take the DET. One of our happy tasks was to sift through these and identify a diverse set of students who had their unique challenges and were ready to share their experiences of the test with us. Our approach was to not have the students read out from scripts but to ask them questions and try to capture actual testimonials. This ensured a very natural and conversational flow to the creative process, as well as real, authentic storytelling. We hope that these student success stories will inspire many more students in India to take the leap and pursue higher education; and for the DET to continue to be a part of their journey!”
The campaign also extends its impact through various mediums, including OOH and print, across multiple locations. As the final stage, the DET is hosting a Study Abroad Event in Hyderabad on 4th August 2024. This event aims to bridge the gap between aspiring students and their dream universities by connecting them with experts who provide valuable insights into the application process. Top study abroad creators, counsellors, and real-life success stories such as Srikanth Bolla, and Adivi Sesh, among others, are invited to speak on panels and give workshops to aspirants.
Bhavya Khurana, Vice President – Media, Digitas India, “Recognizing the strong volume of US test takers across Andhra Pradesh and Telangana, we prioritized our investments to deliver comprehensive omnichannel exposure in these regions. This hyperlocal approach includes Out-of-Home (OOH), Print, Digital, and even on-ground events to achieve incremental and influential reach among study-abroad aspirants.”
The DET is accepted worldwide by 5000+ programs in 100+ countries, including prestigious institutions like the University of Toronto and Imperial College London, as well as the top 25 US universities for international students, showcasing its global recognition.