What started as a language learning app has evolved to a place where you can now learn math, music, and one of India’s oldest games – Chess. Duolingo’s chess course has become a fast favourite across the world, and particularly in India, the home of generational chess grandmasters.
It’s not unusual for a campaign promoting chess on Duolingo to feature a young chess grandmaster, in this case, Rameshbabu Praggnanandhaa. A truly welcome surprise was the portrayal of the grandmaster: he is neither the comical nerd, nor the awkward genius, nor the mysterious intellectual. Praggnanandahaa comes off as a cool, stylish, sharp young man yet relatable, aspirational and even a little sassy.
Regional Marketing Director at Duolingo, Karandeep Singh Kapany, said, “Chess has long carried the perception of being either overly intellectual or inaccessible. Our ambition was to change that — to make the game inviting rather than intimidating. The Duolingo chess course is designed to democratize the sport and bring it to a much wider audience. Choosing Rameshbabu Praggnanandhaa as the face of the course in India was a natural decision. He represents a new generation of chess excellence that is modern, aspirational, and deeply relatable. By presenting him through the same cultural lens we reserve for mainstream icons, we’re simply acknowledging what the chess community already knows: this is a sport with stars, stories, and a massive, passionate following.”
Billboards across Chennai & India feature a slick looking Praggnanandhaa sporting a contemporary take on Madras checks, posing with the brand mascot.
Netizens are in love with the young grandmaster’s new avatar, and are excited for him. What’s more heartwarming is the chess community’s appreciation for a brand that has elevated its champions.
Speaking on his new avatar, Shania Pereira & Pearl Alex, Creatives at Talented said, “Praggnanandhaa deserves to be portrayed as the force he is, but as never seen before: iconic, commanding, and unmistakably stylish. Those who noticed the Madras Checks in his wardrobe have correctly read them as a deliberate nod to Tamil Nadu – his roots, and the land that has given India so many grandmasters. Conceptualizing a shoot like this meant stepping outside familiar territory, as chess has rarely been framed through an editorial lens. The fact that this avatar has surprised the internet as much as it has only means it was long overdue.”
Director duo, Akimbo (M G Bopanna & Mandakini) add, “In India, fame manifests in chaotic ways and we wanted to create small realistic vignettes of that with Praggnanandhaa. We worked closely on the script with Talented to try and achieve that. Thinking about the film vertical-first was a challenge for us. It changes variables ranging from cinematography to set design. And shooting with Praggnananda was a tick of the old bucketlist.”
Watch the film: https://www.instagram.com/p/DTRzdthiJlD/
