Mumbai: The Duolingo English Test (DET), a global digital English proficiency testing platform, has appointed Divya Rao as Marketing Lead for India, as the company looks to accelerate its growth and deepen engagement with students across the country’s expanding study-abroad ecosystem.
The appointment reflects DET’s continued investment in the Indian market, one of its fastest-growing regions globally. In her new role, Rao will be responsible for leading the brand’s marketing strategy in India, with a focus on driving awareness, student engagement, and strategic partnerships.
Rao joins DET with over 12 years of experience in strategic marketing, having worked with leading global consumer and entertainment brands, including Netflix, TikTok, ByteDance, and Eros Now. Over the course of her career, she has built a reputation for creating culturally relevant campaigns, fostering strategic collaborations, and building strong audience connections.
During her five-year tenure at Netflix India, Rao was instrumental in conceptualising and executing several high-profile marketing campaigns. Her work included innovative activations such as a 1,000-drone show and transforming Mumbai’s Gateway of India into a large-scale projection canvas. She also contributed to marketing initiatives for globally popular and local titles including Money Heist, Stranger Things, Heeramandi, Khakee, The Royals, and Taskaree.
Prior to Netflix, Rao led entertainment marketing and partnerships at TikTok, ByteDance, and Eros Now. In these roles, she developed strategic alliances with film studios, OTT platforms, television networks, music labels, and sports organizations to create launch integrations, live programming initiatives, and scalable intellectual properties.
Among her notable campaigns were #GharBaithoIndia, which encouraged creators and entertainment partners to engage audiences during the pandemic, and #MatKarForward, a public awareness initiative aimed at combating misinformation. She also played a key role in entertainment partnerships and launch campaigns for films, streaming releases, and live programming across leading media platforms.
Since its launch in 2016, the Duolingo English Test has witnessed rapid adoption in India, driven by product innovation, growing institutional acceptance, and targeted marketing efforts. The platform has strengthened its presence through collaborations with youth and culture-focused properties, including partnerships with Dunki, Red Bull Moto Jam, Olympic gold medallist Neeraj Chopra, and BGMI.
DET has also engaged directly with student communities through initiatives such as Why I Took the DET, Student Tribe, and AIESEC, helping establish itself as a student-first and accessible English proficiency testing option for aspiring international students.
