Duolingo has launched its ‘Learn English from Punjabi’ course with the ‘Ullu Da Pattha’ campaign
CE DESK 
Duolingo has entered Punjab with a new campaign called ‘Ullu Da Pattha’. The campaign marks the launch of its ‘Learn English from Punjabi’ literacy course. The new course allows Punjabi speakers to learn English directly from Gurmukhi, without having to switch to Hindi or another language first. It is now live on the Duolingo app for users in India and across the world.
This is Duolingo’s second regional-language English course for North India. The first one was for Hindi speakers. Punjabi now joins a growing portfolio that includes Hindi, Bengali, Telugu, Tamil and Urdu. The goal is to make English learning more accessible for people who are most comfortable in their native language. By starting from Gurmukhi, learners can build English skills while staying rooted in their own script and vocabulary.
The campaign was conceptualised by creative agency Talented and produced by Calm Kaam. Instead of simply translating Duolingo’s global messaging into Punjabi, the team rooted the campaign in local culture, humour and language. At the centre of it is the phrase “Ullu Da Pattha”. In everyday Punjabi, this is a playful way to call someone a fool or a mischief-maker. Parents and elders often use it as a light reprimand. The campaign turns this taunt into a badge of pride. It says it is great to be an “Ullu Da Pattha” because that is how you learn.
The campaign features a series of three films. These films place Duo, Duolingo’s owl mascot, in recognisably Punjabi settings. People are shown arguing, celebrating and going about their daily lives. English enters these moments in unexpected ways. Duo takes on a more lovable and affable persona as he moves through Punjab. Slowly, he turns more people into “Ullu Da Patthas”. The idea is to make learning feel fun, relatable and part of everyday life.
Ankush Sabharwal, Country Manager at Duolingo India, said the launch is a big step in making English learning more inclusive. He noted that many Punjabi speakers want to learn English for education, jobs and global connections. But they often face a barrier when courses are only available in Hindi or English. By offering a course from Gurmukhi, Duolingo removes this friction. Learners can start from where they are most comfortable.
The campaign is rolling out globally across key Punjabi-speaking hubs. These include India, Canada, the US, the UK and Australia. This reflects the large Punjabi diaspora that uses Duolingo to improve English skills. For many, learning English is a way to access better opportunities abroad. The ‘Ullu Da Pattha’ campaign speaks directly to this audience by using familiar language and cultural references.
The ‘Learn English from Punjabi’ course is free on the Duolingo app. It uses the platform’s signature gamified format. Learners complete short lessons, earn points and track their progress. The course covers reading, writing, listening and speaking in English. It is designed for beginners who know Punjabi but have little or no English. Over time, users can build vocabulary, grammar and confidence through daily practice.
