Duolingo English Test (DET), a world leader in digital, global English testing, has appointed Divya Rao as the Marketing Lead (India). The move is a testament to DET's firm resolve to expand its presence in India. As DET continues to expand its footprint in the growing study abroad market in India, Divya will lead the brand's marketing strategy for the country, creating increased awareness, engaging students with its brand and building strategic partnerships.
With more than 12 years’ experience in strategic marketing, Divya has worked for some of the biggest consumer and entertainment brands in the world such as Netflix, TikTok and ByteDance. Her career brimming with creative campaigns that resonated with the cultural context, establishing partnerships and connecting brands with audiences in meaningful ways.
Over the past five years, Divya has been an integral part of the marketing team at Netflix India, working on conceptualising and implementing massive marketing campaigns and events that were the talk of the town.
From a 1,000 drone light show in the sky to the city's Gateway of India becoming the new projector screen, her efforts are a benchmark for groundbreaking marketing campaigns in the Indian entertainment industry. During her career, she has worked on various brand campaigns and consumer engagement for popular shows and movies like Money Heist, Stranger Things, Heeramandi, Khakee, The Royals, Taskaree and several others.
Key Highlights:
- Divya Rao joins Duolingo English Test as India Marketing Lead
- She brings 12+ years of experience from Netflix, TikTok, and ByteDance
- Her appointment supports DET’s expansion in India’s study-abroad market
Before Netflix, she worked as the lead for entertainment marketing and partnerships at TikTok, ByteDance and Eros Now, developing strategic partnerships with film studios, OTT platforms, television networks, music labels, and sports organisations to design ‘launch integrations', ‘live programming' and ‘scalable intellectual properties'.
Her notable ventures were #GharBaithoIndia (motivating creators and entertainment companies to engage the audience during the pandemic) and #MatKarForward (public awareness campaign to combat misinformation). She also participated in entertainment partnerships and launch integrations for films, OTT releases and live programming with the top studios and platforms.
The DET has been gained by a lot of people in India since its introduction in 2016. This momentum has been gained due to a robust product innovation, institutional adoption and location-specific marketing programs.
DET has worked with the top cultural and youth-centric platforms like Dunki, Red Bull Moto Jam, Neeraj Chopra and BGMI over the years and has directly interacted with the student community through various initiatives like Why I Took the DET, Student Tribe and AIESEC. These initiatives have contributed to DET becoming a trusted, accessible and student-first option for aspiring international students from across India.
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