Well, well, well, look who’s taking the bull by the horns in India. It’s none other than Duolingo, here to save the day with their new campaign – #SwachhBhashaAbhiyaan – The Clean Language Campaign. In India, there is a prevalent issue of signboards with incorrect spellings and grammar, which often leads to amusement among people. To tackle this problem, Duolingo has introduced a new campaign called #SwachhBhashaAbhiyaan – The Clean Language Campaign. This initiative employs clever wordplay to bring attention to the issue and promote awareness about the importance of fixing misspelled and inaccurate signs across different urban regions. The campaign aims to not only improve the quality of signage but also encourage people to enhance their language skills.
Duolingo’s #SwachhBhashaAbhiyaan campaign has been conceptualized and executed by Humour Me, the creative agency behind this innovative initiative. This campaign will leverage the popularity of Duolingo’s iconic mascot, Duo, to address the issue of incorrect signage in English, Hindi, and French across key metropolitan areas in India. The social media campaign is divided into two parts, with the first part featuring Duo playfully correcting signboards using red markers and spray paint to highlight errors. In the second part, linguistically incorrect signage will be replaced with properly spelled boards to encourage the use of accurate language. The primary objective of the campaign is to raise awareness about the importance of using correct language, particularly on signboards, in a fun and engaging way.
Speaking about Duolingo’s quirky campaign, Karandeep Singh Kapany, Country Marketing Manager, Duolingo, said, “Although India is the second largest English-speaking country in the world, only 10% of its total population speaks the language fluently. We recognized this issue and launched the #SwachhBhashaAbhiyaan campaign to combat the spread of linguistic errors on signage. To this end, Duo, our mascot, hit the streets of Delhi, personally highlighting mistakes and replacing incorrect boards with properly spelled ones. At Duolingo, we have always celebrated our learners’ mistakes as valuable opportunities for growth, and we believe that making language learning enjoyable and fun is the most effective approach.”
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In today’s world, it’s all about standing out from the crowd and being memorable. That’s why brands are turning to quirky campaigns with lovable mascots like Duo to make a lasting impression. Duolingo’s #SwachhBhashaAbhiyaan campaign is a prime example of how a playful, endearing mascot can create a personal connection with people and encourage them to get involved in a campaign’s message. It’s like having a language mentor who’s always there to guide you through the ups and downs of grammar and spelling. And let’s be real, who doesn’t love a good dose of humor mixed in with their learning experience? By using a quirky campaign style with a relatable mascot, brands are able to make a big impact and stand out in a sea of ordinary advertisements. So, let’s all embrace our inner quirkiness and keep the trend of lovable mascots going strong.
