Mumbai: Digitas India helped language learning platform Duolingo 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 prestigious fashion event.
Throughout the event, Duo engaged with fellow creators, attendees, and even photobombed, spreading excitement wherever it went. 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 remarked, “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.
