Duolingo has expanded its Indian learning offerings with a new chess course, featuring teenage grandmaster Rameshbabu Praggnanandhaa. The campaign aims to position chess alongside the platform’s existing language, maths, and music courses, while reshaping perceptions of the sport as accessible and engaging.

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Breaking from conventional portrayals, the campaign presents Praggnanandhaa in a contemporary style. Billboards across Chennai and other cities feature him in modern attire, including a creative nod to Madras checks, paired with Duolingo’s iconic mascot. This approach frames chess as culturally relevant and relatable, appealing to a broader audience beyond traditional enthusiasts.

Karandeep Singh Kapany, Duolingo’s regional marketing director, explained that chess is often seen as overly intellectual or intimidating. “Our goal was to make it inviting. Praggnanandhaa embodies a modern, aspirational image of chess that is both relatable and inspiring. By presenting him through a mainstream cultural lens, we highlight that chess has its stars, stories, and a passionate following,” he said.

Creatives Shania Pereira and Pearl Alex of Talented emphasized that Praggnanandhaa’s styling was designed to reflect his roots and the legacy of Tamil Nadu’s chess excellence, while director duo Akimbo noted the challenge of creating film-ready vignettes that capture the energy of India’s fame culture.

The campaign has sparked online conversation, with audiences and the chess community alike appreciating this fresh take on one of India’s brightest young sports icons. Duolingo’s initiative not only introduces chess as a learnable skill but also elevates its cultural status, making it as approachable and exciting as any other mainstream pursuit.