Can nostalgia-powered marketing make Yas Island India’s go-to getaway?

What do Kevin Hart, Ryan Reynolds, Jason Momoa and the lead actors of ‘Zindagi Na Milegi Dobara’ (ZNMD) have in common? They have all associated with Yas Island at some point in their career, with the trio from the 2011 Bollywood movie to be the latest to join this league.

For those who came in late, ZNMD resonated deeply with audiences upon its release almost 14 years ago, celebrating friendship, adventure, and seizing the moment. Set against a scenic Spanish road trip, it championed the spirit of exploration and stepping beyond comfort zones.

The film’s authentic portrayal of male friendships broke Bollywood stereotypes, earning widespread praise. Its success not only fuelled a surge in Indian tourism to Spain but also inspired brands to tap into themes of camaraderie and adventure.

Now, the movie has returned to the spotlight. But this time, it's not for a sequel.

Yas Island brought together the film’s lead actors—Hrithik Roshan, Abhay Deol, and Farhan Akhtar—for its latest campaign, Zindagi Ko Yas Bol. The campaign plays on the nostalgia of ZNMD’s core themes—friendship, adventure, and living life to the fullest—while positioning Yas Island as the ultimate getaway for Indian travellers.

Yas Island’s playbook for India

Global destinations are actively expanding their tourism base, with India emerging as a crucial market. In 2019, India ranked as the 10th largest outbound travel market, but by 2027, it is expected to climb to 5th place, with spending projected to hit $89 billion.

The first half of 2024 saw 15 million Indians traveling abroad—a 14% rise from the previous year and 12% higher than 2019. Reports indicate Indian travellers now spend up to $7,000 per trip, with overseas expenditure reaching $31.7 billion in FY24, marking a 25% surge.

India is a crucial market for Yas Island and the entertainment and leisure destination in Abu Dhabi is aggressively ramping up its efforts to attract Indian tourists. “We’re deeply committed to India—it’s our top source market,” says Liam Findlay, CEO of Miral Destinations told Campaign. “Our strategy goes beyond generic promotions. It’s about crafting immersive, culturally relevant experiences.”

Liam Findlay, CEO of Miral Destinations.

Yas Island first made waves in India with its 2022 campaign, Yas Hai Khaas, starring Bollywood actor Ranveer Singh. The campaign delivered tangible results—a 25% increase in theme park attendance within nine months.

This time, the approach is different. Instead of high-energy spectacle, Yas Island is tapping into the nostalgia of ZNMD, a film that has influenced Indian travel aspirations for over a decade.

With Zindagi Ko Yas Bol, Yas Island wants to strategically blend nostalgia with aspirational adventure. Millennials who grew up with ZNMD remain sentimental about the film’s themes, while Gen Z, who consume Bollywood differently—through memes, reels, and viral nostalgia content—can still connect with its spirit of adventure.

“We wanted to channel the film’s cultural zeitgeist while positioning Yas Island as the ultimate adventure playground,” Badr Bourji, senior vice president of marketing at Miral Destinations explains to Campaign. “Nostalgia-driven travel and film tourism have surged in recent years. Millennials and Gen Z are drawn to experience-led journeys inspired by pop culture.”

Big budgets, bigger impact: The media mix

The campaign unfolds as a five-part episodic series featuring the trio taking on Yas Island’s thrilling attractions. Each episode revives their on-screen camaraderie, featuring adrenaline-packed experiences such as Ferrari World’s record-breaking rollercoasters and Yas Waterworld’s extreme slides. A custom jingle adds to the recall factor, reinforcing Yas Island’s positioning as a destination where unforgettable memories are made.

Marketing spend is increasingly ROI-driven, and Yas Island’s campaign reflects this shift. The campaign debuted with an organic teaser before rolling out a high-energy trailer. While digital and social media remain the primary drivers, the campaign extends beyond online platforms.

Badr Bourji, senior vice president of marketing at Miral Destinations.

“We’ve layered this campaign across multiple touchpoints—cinema, OOH, influencer collaborations, and even OTT,” says Bourji. “We’ve executed high-visibility takeovers across Mumbai, Delhi, and Ahmedabad, ensuring Yas Island is top of mind for Indian travellers.”

A heavy push on YouTube and social media ensures that snackable content reaches a younger, mobile-first audience. The campaign also integrates influencer collaborations—most notably, a tie-up with EaseMyTrip that saw 30 top Indian content creators visiting Yas Island for a reality show-style YouTube series.

Star power: Do celebrities really drive tourism?

Yas Island has a track record of leveraging global celebrities to enhance its brand appeal. Kevin Hart (2022), Jason Momoa (2023), and Ryan Reynolds (2024) have all taken turns as Yas Island’s ambassadors. The results? Significant surges in visitor interest and revenue.

“Kevin Hart’s campaign drove a 155% increase in website traffic and a 114% revenue boost. Jason Momoa’s campaign saw a 120% spike in international visitors, and Ryan Reynolds’ association in 2024 led to a 78% year-on-year attendance increase,” Findlay shares.

For the GCC market, Yas Island tapped into nostalgia by partnering with ’90s music icons Miami Band. The result? A 125% increase in GCC visitors in 2023 and another 56% growth in 2024.

“This proves that the right ambassador—whether it’s a global A-lister or a nostalgic cultural icon—can directly influence traveller behaviour,” Findlay adds.

Catering to every Indian traveller demography 

The Indian travel market is diverse—not every visitor is seeking ultra-luxury experiences. Yas Island has adapted its offerings to cater to different budgets.

“We’ve curated flexible packages, from luxury stays to more affordable options through our Yas Neighbor Hotel Programme,” says Findlay. “Event-driven packages for concerts, sports events, and festivals further help us tap into different traveller segments.”

Yas Island’s ambitions extend beyond leisure tourism. The next five years will see expansions across multiple verticals—business tourism, wellness experiences, and cultural tourism.

“The upcoming expansions at Yas Waterworld, the launch of Yas Bay Beach, and the future arrival of a Harry Potter-themed land at Warner Bros. World Abu Dhabi will elevate our leisure offerings,” Findlay notes.

Meanwhile, the synergy with Saadiyat Island, home to Louvre Abu Dhabi and soon-to-open cultural institutions like Guggenheim Abu Dhabi and Zayed National Museum, signals a strategic move into the cultural tourism space.

“We’re positioning Yas Island as more than just a thrill-seeker’s paradise—it’s a holistic destination that appeals to a broader traveller demographic,” Findlay concludes.

By blending nostalgia with adventure, leveraging high-impact media placements, and balancing celebrity endorsements with digital-first engagement, Yas Island is crafting a compelling pitch to Indian travellers. And with India’s outbound travel market only set to grow, it seems Yas Island is saying ‘Yas’ to the right strategy at the right time.