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Tag: Duolingo

  • BGMS 4 drops with Rs 1.5 crore loot, fresh faces and fierce inclusivity

    BGMS 4 drops with Rs 1.5 crore loot, fresh faces and fierce inclusivity

    MUMBAI: Drop in, loot up, and get ready for the chaos. BGMS is back, and it’s bigger than ever. Nodwin Gaming has unleashed Season 4 of the Oneplus Android Battlegrounds Mobile India Masters Series, airing live on Star Sports Khel and JioHotstar daily from 5:00 PM to 8:00 PM until 14 September, with a staggering Rs 1.5 crore prize pool on the line.

    But it’s not just about the loot this time. The tournament has levelled up with the launch of the Battlegrounds Mobile India Challenger Series (BGCS), the official amateur feeder league into the BGMS. Featuring 24 squads including 2 campus champs from the Oneplus Campus Dominate qualifiers, 1 team from TVS Raider Wicked Battles, 17 invited rosters, and a historic 4 all-women line-ups the Challenger Series is bringing fresh blood and fearless energy to Indian esports. Matches stream live on Nodwin’s Youtube channel from 12:00 pm to 3:00 pm every day.

    “BGMS has become more than a tournament; it’s a cultural movement,” said Nodwin Gaming co-founder and MD Akshat Rathee. “Season 4 champions inclusivity at every level, from campus qualifiers to all-women teams on national television.”

    Title sponsor Oneplus is back for another round, powering gameplay with its flagship Oneplus 13 and Nord series. Android continues as co-title sponsor, while TVS Motor Company rides in as official mobility partner for a third year running with its TVS Raider Wicked Battles initiative.

    New faces join the fray too Duolingo English Test debuts as official learning partner, rolling out even a Gujarati-language feed, while Swiggy steps in as official food delivery partner, keeping players and crews fed through marathon matchdays. Red Bull fuels players for a second year, while Bisleri makes its debut as Hydration Partner.

    The BGCS runs till 7 September, setting the stage for BGMS Season 4’s finale stretch. With esports on primetime TV and national brands stacking up behind the action, BGMS isn’t just gaming anymore, it’s India’s newest sporting spectacle.

  • Sadhana App crosses 1 million downloads with global spiritual appeal

    Sadhana App crosses 1 million downloads with global spiritual appeal

    MUMBAI: In a scroll-happy world chasing dopamine hits, one app is helping users pause and chant. The Sadhana App, a global frontrunner in the fast-growing Faith-Tech space, has quietly become the spiritual go-to for seekers across the world crossing 1 million downloads, boasting 1.7 lakh monthly active users, and racking up over 20,000 glowing reviews with an impressive 4.8-star global rating.

    Developed by the Vedic Sadhana Foundation, the app doesn’t just serve up spiritual content; it’s a full-fledged personal trainer for the soul, designed to make authentic Vedic practices accessible, interactive, and transformational. Think of it as Duolingo meets Dharma with a Sanskrit soundtrack.

    Unlike traditional apps that offer passive audio or sermon snippets, Sadhana empowers users to engage in guided mantras, rituals, and immersive spiritual tools. Users report everything from reduced stress and improved focus to a renewed connection with India’s Vedic heritage, all through the ancient discipline of daily sadhana.

    “This milestone is not just about numbers, it’s about a new kind of awakening,” said Vedic Sadhana Foundation CEO Priyanka Om Anand. “Today’s seekers aren’t content being preached to they want to participate, to experience, to transform. And that’s exactly what sadhana delivers.”

    And the journey isn’t slowing down. In April 2025, the Foundation launched the Tantra Sadhana App, a first-of-its-kind platform offering rare guided practices from the powerful Das Mahavidya tradition. With thousands already tuning in, it’s clear that the demand for esoteric yet authentic spiritual content is growing fast.

    Looking ahead, the Sadhana ecosystem is gearing up for further expansion with new features, offerings, and apps on the horizon, all designed to bring timeless Vedic wisdom into the pockets of today’s digitally connected souls.

    In a world of fleeting feeds and endless noise, Sadhana offers a pause button for the spirit, a daily ritual for anyone ready to swap mindless scrolling for mindful soul-searching.

  • Amazon MX Player takes viewers on a global ride with Yatra

    Amazon MX Player takes viewers on a global ride with Yatra

    MUMBAI: Buckle up, folks! Amazon MX Player, Amazon’s free video streaming service, has dropped a brand-new brand film featuring none other than Indian cinema’s original Bhidu, Jackie Shroff. And this time, he isn’t just making a style statement-he’s effortlessly navigating through travel hiccups with Yatra Online Ltd (Yatra.com), all while making sure that audiences never run out of world-class entertainment.

    The film puts MX Vdesi front and centre, shining a spotlight on its international content library, brimming with Korean, Turkish, and Mandarin shows-all dubbed in Hindi, Tamil, and Telugu. Because let’s face it, who doesn’t love a good K-drama meltdown with subtitles that don’t make you second-guess life choices?

    In true Shroff style, the film hilariously showcases how Yatra ensures a seamless travel experience at unbeatable prices. But here’s the real twist-while Shroff guarantees his fellow travellers a hassle-free trip, he also lets them in on an even bigger treat: Amazon MX Player. That’s right! Whether it’s binge-worthy K-dramas, Mandarin thrillers, or laugh-out-loud comedies, MX Player makes sure no flight delay or layover is ever boring again.

    The brand film takes another entertaining turn when Shroff teams up with Duolingo—because what’s a trip abroad without a language barrier disaster? In one scene, Shroff finds himself in a restaurant struggling with a menu that might as well be ancient Greek. Luckily, Duo, the iconic green owl, swoops in to save the day. But Shroff being Shroff, he doesn’t stop there. He cleverly points out that learning new languages not only helps with ordering exotic dishes but also enhances the experience of watching Turkish and Korean dramas. And for those who still mix up “hello” and “goodbye” in different languages, MX Player’s got it covered with Hindi, Tamil, and Telugu dubs.

    Amazon MX Player director Aruna Daryanani expressed excitement about the collaboration, “At Amazon MX Player, we are always looking for innovative ways to engage our audience, and collaborating with brands to communicate our message using quirky, fun brand films. Partnering with Yatra and Duolingo allows us to blend entertainment with utility, making streaming even more engaging. We look forward to more such creative collaborations that bring fresh, entertaining content to our users for absolutely free.”

    Yatra whole-time director & CEO Dhruv Shringi added, “We are thrilled to have joined forces with Amazon MX Player on this innovative and engaging campaign. We believe that travel should be seamless, enjoyable, and memorable, and this collaboration aligns perfectly with that vision. With Jackie Shroff bringing his inimitable charm to this campaign, it’s a testament to the power of creative collaborations in delivering a complete and enjoyable experience to our customers.”

    So whether you’re planning a trip, stuck at an airport, or just chilling at home, Amazon MX Player and Yatra have got you covered-with Shroff ensuring you travel in style and binge like a boss.

  • Netflix looks to spread Squid Game 2 fandom, partners with Duolingo for Korean language course

    Netflix looks to spread Squid Game 2 fandom, partners with Duolingo for Korean language course

    MUMBAI: K-Dramas, K-Pop are all the rage amongst India’s Gen Z and Gen Alpha. And there’s a fascination with all things Korean whether makeup or food. or Korean wear And to tap into that demand, mobile learning platform  Duolingo  has partnered with Netflix’s global sensation Squid Game to promote Korean language learning through a unique and immersive campaign.

    Titled Learn Korean or Else, the initiative blends Duolingo’s signature humour with the high-stakes intensity of the hit series, inspiring fans to commit to their Korean lessons just in time for the highly anticipated premiere of Squid Game Season 2 on 26 December 2024. 

    As part of the campaign, Duolingo has updated its Korean course to include phrases and keywords inspired by the show, deepening fans’ connection to its cultural and linguistic nuances.

    As per the press release Duolingo is adding over 40 keywords and phrases from Squid Game to its Korean course, enabling learners to connect even more closely with the series. 

    By learning Korean, Squid Game fans can appreciate the renowned series on an entirely new level, experiencing dialogue, expressions, and cultural context in ways only possible through understanding the language.

    “We saw a 40 per cent increase in Korean learners just after Squid Game Season 1, underscoring the powerful connection between entertainment, culture, and language learning,” said  Duolingo CMO Manu Orssaud. “This campaign allows us to continue that momentum in a way only Duolingo can—with humour, intensity, and a bit of chaos! We hope fans will accept Duo’s challenge to learn Korean and immerse themselves in the experience.”

    “Great stories can come from anywhere, and last year, about 13 per cent of hours viewed on Netflix in the US were non-English titles — with Korean, Spanish, and Japanese stories attracting the biggest audiences. Embracing the authenticity of these local stories is important to us. Duolingo was the perfect partner for Squid Game Season 2 because not only did we see fans gravitate toward the app to learn Korean after Season 1, but also as a brand, they were willing to go bold with us,” said Magno Herran, Vice President of Partner & Brand Marketing at Netflix. “We discovered a lot of shared traits between Duo the Owl and the Pink Guards — very determined and menacing. So we made it official and gave Duo a Pink Guard uniform and ultimately created something we know fans will love and talk about, cheering A-ssa! in celebration.”

    The partnership leverages Duolingo’s beloved mascot, Duo the Owl, who has taken on the role of a Squid Game Pink Guard. Like the series’ challenging environment, Duo isn’t afraid to raise the stakes. Whether chasing down users in videos or appearing at fan events and on billboards, Duo reminds fans to learn Korean or “face the consequences”.

    Campaign Highlights

    ●    Creative Series: A suspenseful teaser video introduces Duo as a Pink Guard, setting the stage for the Learn Korean or Else message, which will also run on Netflix’s ad-supported plan. Following the teaser, an extended music video, directed by Warren Fu (Dua Lipa’s Levitating and Megan thee Stallion feat. RM’s Neva Play) and choreographed by award-winning dancer and choreographer Sean Bankhead, features Duo leading a high-energy dance routine with guards in a K-pop remix of Squid Game’s Pink Guards as they humorously chase a learner who forgot to complete their Korean lesson. The cinematic videos will air across YouTube, TikTok, and Instagram.

    ●    “Korean or Get Eaten”: Netflix’s music lab team created a K-pop remix of the ominous song, Pink Guards, now available on Spotify. The track Korean or Get Eaten, uses a naming convention Duolingo employs for its music tracks to playfully threaten learners to do their lessons (e.g. Japanese or Broken Knees, Spanish or Vanish). The lyrics, performed in both English and Korean, spotlight the recognisable Red Light, and Green Light game played in Squid Game and feature hidden threats in Korean, only understandable if you did your Korean lesson (e.g. 살아 남아야지 Don’t you wanna survive? 빨리 외워 “Hurry up and memorize it). The track supports the campaign’s dance challenge on social media, encouraging fans to engage with Korean culture through a fun, viral music experience.

    ●    TikTok Interactive Game Filter: An exclusive TikTok filter, inspired by the show’s Red Light, Green Light game, lets users test their Korean skills with voice-activated challenges featuring Duo as Squid Game’s menacing doll in the iconic pink suit.

    ●    Out-of-Home Stunts: In true Squid Game style, Duolingo and Netflix are taking over Koreatown billboards in LA, and NYC, with cryptic Korean messages challenging viewers to “learn Korean to stay safe”. In an unforgettable live stunt, Duo and his Pink Guards will hack Netflix’s iconic Sunset Boulevard marquee billboard, replacing the English words with Korean, in their menacing attempt to influence fans to learn the language.

    As fans eagerly await Squid Game Season 2, Duolingo is set to bring them closer to the action than ever before—through language. With viral social content, immersive fan interactions, and innovative language learning challenges, Duolingo’s Learn Korean or Else campaign will be impossible to ignore.

  • Duolingo & Sony Music partner to add hit songs to music course

    Duolingo & Sony Music partner to add hit songs to music course

    Mumbai: Duolingo, a mobile learning platform, has announced a partnership with Sony Music that brings popular songs to its music course. This new feature is designed to make learning music more fun and engaging by incorporating well-known songs into the curriculum.

    More than 60 songs from Sony Music artists, like Hozier, Meghan Trainor, Whitney Houston, and more, are now available so learners can study the foundations of music and practice their music theory skills, such as reading music, understanding note lengths, and differentiating notes by sound, sight, and key on a digital mobile piano.

    “At Duolingo, we’re constantly looking for ways to make learning more effective and entertaining,” said Duolingo head of business development George Audi. “We’re partnering with Sony Music, a leader in the music industry, to bring our learners a library of chart-topping songs they can learn to read and play.”

    “Partnering with Duolingo gives us the opportunity to bring our artists’ music to a new platform that promotes learning and cultural exchange,” said Sony Music senior vice president, sync licensing Jessica Shaw. “Music has the power to unite and inspire, and this partnership will help learners engage with music education in a meaningful and enjoyable way.”

    By integrating popular songs from more than 40 artists into the lesson experience, Duolingo aims to enhance learning retention and comprehension while making learning to read and play music more delightful for millions of learners worldwide.

    To get a closer look at the updates to the music course, tune into Duocon, the brand’s flagship global event, on 24 September 2024. Register for Duocon here.

  • Digitas takes Duolingo to Tollywood superstardom

    Digitas takes Duolingo to Tollywood superstardom

    Mumbai: Duolingo, the world’s most popular language-learning app, has now added Telugu to its list of supported Indian languages, alongside existing Hindi and Bengali courses.

    Digitas India, the agency-on-record (AOR) of Duolingo, has created a social-focused campaign to raise awareness about the app’s new Telugu-to-English course in the southern states of Andhra Pradesh and Telangana, where Telugu is spoken.

    While people in this region are skilled and ready to face the world, their confidence often takes a hit owing to difficulties in communicating effectively in English.

    With this insight in mind, Digitas India created Duolingo’s ‘Go from a star to a global star’ campaign, incorporating elements from the Telugu film industry popularly known as ‘Tollywood’. The objective of the campaign is to encourage users in Andhra Pradesh and Telangana to learn English using their local language. It not only helps them gain conversational confidence but also empowers them to pursue their global aspirations.

    Digitas India’s social strategy utilized Instagram to showcase Duolingo’s beloved mascot, Duo, arriving and touring Hyderabad. It included collaborations with local content creators, interactions with the community, a rap track with a local artist, and even a mega-public unveiling with a massive Tollywood-style cutout of himself. The goal was to build affinity and reaffirm the ease of learning English for Telugu speakers.

    To merge global success from epic Telugu action-drama film RRR and the local Tollywood scene, Digitas India envisioned a 60-foot cutout of Duo, resembling the iconic movie superstars’ cutouts. These were hand-drawn by artists from one of the last surviving establishments of its kind in South India. The cutout depicted Duo’s arrival in Andhra Pradesh and Telangana, and its unveiling attracted well-known local creators who collaborated with Duo to create content about the launch.

    To emphasize the enjoyable and free nature of Duolingo’s lessons, Digitas India also partnered with Roll Rida, a renowned Telugu rapper known for numerous Tollywood tracks. Together, they created a Telugu rap song that tells the story of how mastering English on Duolingo can transform anyone from a local star to a global sensation for Telugu speakers.

    Digitas India CCO Abraham Varughese said, “What a blast we had working on this campaign! From identifying local barriers to English fluency and unraveling cultural nuances, we took all that we learnt from the success of our brand strategy for Duolingo in India and brought it to life with Duo’s pushy motivation, irreverent humour and an authentic Telugu makeover.”

    Expressing his thoughts on the campaign, Duolingo India country marketing manager Karandeep Singh Kapany & country marketing manager Karandeep Singh Kapany said, “Telugu is one of the top 20 most spoken languages globally and we are happy to introduce a new Indic language course that helps Telugu speakers learn English. Our social-first campaign titled ‘Star Nunchi Global Star Avandi’ (From Local to Global Star) in collaboration with Digitas was aimed at referencing elements from the Tollywood industry. Digitas has played a pivotal role in making this campaign a remarkable success by keeping the brand’s authenticity alive and seamlessly blending elements which are specific to the heartland of Andhra Pradesh and Telangana.”

     

     

     

     

  • Korean becomes fastest growing language in India: Duolingo report

    Korean becomes fastest growing language in India: Duolingo report

    Mumbai: Language learning app Duolingo has released the 2021 Duolingo Language Report in the country according to which Korean leads the language learning growth curve in India. This rise can be attributed in part to the release of the popular streaming show “Squid Game” (2021).

    Influenced by pop culture, Indian millennials and Gen-Z – especially between the age groups of 17 to 25 – are responsible for the rise of Korean learning in India. Over 56 per cent of respondents said that they were influenced to learn a new language by pop culture trendsetters including films, OTT shows and web series, said the report.

    Korean has climbed up the ladder of most popular languages becoming the fastest growing language in India and has comfortably established itself as the fifth most popular language in the country. English, Hindi, French and Spanish are the other top languages that Indians are currently learning on the Duolingo app. It is interesting to note that English, Spanish, French, German and Japanese are the most popular languages on Duolingo globally.

    As India tunes into more Korean entertainment and listens to more K-pop, language study has been reframed as something that complements and supports interests and other activities.

    Taking a deeper dive into the impact of culture on language learning, Duolingo also conducted additional research in India in association with an international data and analytics group.

    The report found that improving career opportunities and personal growth are main reasons in India for learning a new language. Close to 40 per cent of respondents stated that they were currently studying a new language. There is equal focus on learning English and regional languages. Digital learning is the most preferred medium of learning especially via mobile applications and video platforms.

    “With a young India wanting to stay connected to local and global culture we have witnessed most traction on Duolingo from the 17 to 25 age bracket, across languages,” stated Duolingo’s country marketing manager for India Karandeep Singh Kapany. “As Indians increasingly move to virtual learning platforms that are fun and effective, we look forward to further tailoring courses for the Indian learner and meeting their language learning needs.”

    Duolingo revealed that in 2021 over 700 million hours were spent learning on the app with nearly 10 billion lessons completed and 15 billion words learned. 25 million people worldwide were learning more than one language.

  • Duolingo appoints Karandeep Singh Kapany as India marketing manager

    Duolingo appoints Karandeep Singh Kapany as India marketing manager

    Mumbai: Language learning app Duolingo Inc has announced the appointment of Karandeep Singh Kapany as the company’s first official representative in India. In this role, Kapany will lead growth, marketing, and operations in the Indian market.

    Prior to joining Duolingo, Kapany led marketing efforts for brands such as Tanishq, HolidayIQ, and Verse (Dailyhunt and Josh).

    As a senior management executive with over 11 years of experience across multiple industries and geographies, Kapany has experience in running independent businesses, owning sales targets, bringing new product offerings to market, and leading large multi-disciplinary teams to drive execution excellence.

    “In a country as diverse as India which has 22 official languages, 121 spoken languages and countless regional dialects, language plays a crucial role in everyday life. To some, language learning may be a step towards the future and to others, it is a way to stay connected to their roots. Whatever the reason, we are thrilled to partner with Indians in their journey to master a new language,” stated Kapany. “I look forward to my role at Duolingo and believe the growth we have seen in India thus far is only the tip of the iceberg.”