Duolingo’s Duo owl makes its Lakme Fashion Week 2024 debut via Digitas India stunt

Digitas India helped Duolingo, the world’s leading language learning platform, make a sensational entry at Lakme Fashion Week 2024 with its Duo owl becoming the first-ever brand mascot to debut as a creator at the fashion event.

Duo’s presence at Lakme Fashion Week was nothing short of iconic. The charming owl was spotted donning outfits inspired by pop-culture and iconic fashion moments, ranging from Kim Kardashian’s Met Gala look to Taylor Swift’s viral “Don’t Blame Me” ensembles. Each attire not only showcased Duo’s vibrant personality, but also underscored its pursuit to remind language learners to never stop their learning streak.

Throughout the event, Duo engaged with fellow creators, attendees, and even photobombed, spreading excitement wherever it went. The whimsical presence of Duo added a unique dimension to Lakme Fashion Week, captivating audiences and leaving a lasting impression on all who witnessed its debut as a fashion creator.

From the core idea of getting Duo to express itself through fashion to reminding Gen-Z to stay committed to their language learning to identifying an opportunity for Duo to walk the ramps at Lakme Fashion Week, Digitas India played the role of show producer to bring this innovative concept to life.

The agency designed an end-to-end experience that included the creation of Duocore – Duo’s unique and iconic costumes tailored exclusively for its debut at the fashion week. Furthermore, Digitas India created content for Lakme Fashion Week that was published across Duolingo’s social media platforms and lead to a massive spike in followers and engagement.

Speaking on the success of the campaign, Abraham Varughese, Chief Creative Officer, Digitas India, said: “Gen-Z has used fashion as a language of self-expression more than any other generation. With Duo’s premiere at Lakme Fashion Week and Duocore establishing a new trend, we wanted to motivate users to never stop learning how to express themselves in new ways with the help of Duolingo.”

“We are immensely proud of our partnership with Digitas India and the exciting campaign they crafted for Duolingo. Their ideas and passion were instrumental in bringing Duo’s debut at Lakme Fashion Week 2024 to life. From identifying the opportunity to executing the concept flawlessly, this campaign truly showcases the power of collaboration and creativity in digital marketing,” said Karandeep Kapany, Regional Marketing Director, Duolingo.

View the campaign on Instagram below.
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