The Brief: Duolingo wanted to introduce its English learning offering in Telangana. 

Observation: Many children in Telangana are burdened with the stress to become engineers from a very young age. Everything studies is a big pressure on them. Their lifestyle revolves around clearing competitive exams, rote learning on repeat.
 
Insight: Even after achieving the best education laurels, the fact that they cannot speak English makes it tougher for them to get good placements.

Idea: Learning English is pressure-free with Duolingo. 
We used a colloquial Telugu phrase "Lite teesko" in our communication to ask everyone to chill out and learn English to garner more reach and relatability.