Duolingo India launched a new marketing campaign to promote its recently unveiled chess course. The agency Talented conceptualized the initiative.
The campaign features Indian chess grandmaster R. Praggnanandhaa. Duolingo aims to position chess as an accessible and engaging sport, moving the game away from perceptions of being intimidating or elitist.
The campaign film uses a humorous, mock-interview format to dismantle common stereotypes. It showcases Praggnanandhaa's stardom, reframing chess as a mainstream sport with celebrity potential. This core message highlights that the Duolingo platform makes learning complex skills fun and approachable.