Duolingo, the world’s most popular language learning app, has launched #SwachhBhashaAbhiyaan – The Clean Language Campaign in India. Through a clever play on words, this campaign aims to draw attention and generate awareness regarding the need to clean up misspelled and incorrect signage in various urban areas. Around the world, there are sign boards that can elicit laughter due to their language or grammar errors. In India, there is a wide variety of such boards that have incorrect spellings or grammar.
Humour Me is the creative agency behind Duolingo’s #SwachhBhashaAbhiyaan campaign, which uses Duo, the company’s mascot, to clean up incorrect signage in key metropolitan areas across India. The campaign is split into two parts, The first segment features, Duo painting the town red by correcting roadside signage in fun way using red markers and spray paint to highlight errors and The second segment involves replacing linguistically incorrect signage with properly spelled boards.
The campaign aims to increase awareness about the importance of using accurate language, particularly on signboards. Karandeep Singh Kapany, Country Marketing Manager, Duolingo said,” 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.”
