Abu Dhabi Tourism has launched a campaign featuring actor and brand ambassador Ranveer Singh to highlight what the city has in store for its visitors in the summers. Conceptualised by Serviceplan Middle East, the film also features Singh’s real-life father who is seen having the summer of his life with his son.
The film captures the picturesque sights and experiences of Abu Dhabi, and showcases the father-son duo creating memories for life. It aims to highlight the message that there’s so much to do in Abu Dhabi, that only one summer feels short.
H.E. Nouf Mohamed Al-Bushlaibi, executive director of the strategic marketing and communications sector at the Department of Culture and Tourism, said, “Summer holidays hold great significance for Indian families. It’s a time to travel, unwind, cherish moments, and strengthen bonds before resuming school and work. Our campaign showcases the wide range of captivating sights, activities, and memorable experiences that families can enjoy together, establishing Abu Dhabi as the ultimate summer destination. Given Ranveer’s long standing connection with Abu Dhabi, we decided to further collaborate with him for this campaign. Apart from being a youth icon, Ranveer is known for his strong family values. Including Ranveer’s father, Jugjeet Singh, was a perfect match as they exemplify together the modern Indian family, eager to explore new horizons and create lasting memories. We aspire to reach every Indian household and encourage families to embrace an unparalleled Abu Dhabi summer experience like never before.”
He added, “Abu Dhabi’s vision as a destination is to enrich people’s lives by sharing the great experiences we have to offer. We collaborate with celebrities who embody and reflect the essence of Abu Dhabi, showcasing the diverse array of experiences and attractions our city provides. We take pride in partnering with Bollywood superstar Ranveer Singh to connect with our target audience throughout the Indian subcontinent.
Akhilesh Bagri, chief creative officer, Serviceplan Middle East, said, “Ever so often we hear our friends, family and international colleagues kicking themselves for not keeping enough time to experience Abu Dhabi. It was something that was just waiting to be said. So we said it. And everyone was onboard right away. And props to the lovely people at DCT for really getting behind it. It’s really gratifying to see the work live in prime media spots around the world. Also a big thank you to our production partners Deja Vu for sprinkling some magic dust on our simple idea and turning it around in record time. The reactions have been very positive and encouraging and we can’t wait for the next one.”
The campaign will be featured across TV, digital, print and outdoor.
Client: Abu Dhabi Tourism
Agency: Serviceplan Middle East
Production house: De Javu Films
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