A film for the Expo 2020 Dubai specifically for the Indian market which features Amitabh Bachchan and Gaurav Kapoor has been released.
Conceptualised by McCann Worldgroup India, the film features the duo in the commentary box. Kapur is mesmerised by the show the city has put up for a cricket tournament. Bachchan tells him this is just the trailer and the actual movie will arrive in October 2021 as the Expo 2020 Dubai will kick off.
The six-month long Expo 2020 Dubai was supposed to be held in October this year, but has been pushed to October 2021 because of the pandemic.
Rehan Assad, chief programme officer, Expo 2020 Dubai, said, “Expo 2020 Dubai will be a showcase of human brilliance and achievement, as well as international collaboration. The association with Amitabh Bachchan and the campaign created by McCann Worldgroup for airing during the IPL will help us build awareness in India, our largest international market, as well as among the Indian diaspora and in other cricket-loving nations around the world.”
Prasoon Joshi, CEO, McCann Worldgroup India and chairman, APAC, said, “An event such as a World Expo, which brings together the best of human excellence, is a major global attraction, and the task here was to seed the idea of Expo 2020 Dubai in the Indian consciousness. This is the first time that a World Expo is being held in the Middle East, Africa and South Asia region, presenting an unprecedentedly close-to-home opportunity for India visitors, who already see Dubai as an exciting destination."
He added, "The immediate choice was to work with Amitabh Bachchan to announce the grandeur, scale and stature of Expo 2020 to target audiences in India, on a platform with the huge reach of the IPL. The creative messaging achieves this by seamlessly working within the context of the IPL, and uses an episodic narrative to keep viewers engaged through the IPL. It marks the beginning of a journey that consumers will take with the brand over the next year, leading up to the opening of Expo 2020.”
Expo 2020 Dubai will run for six months from 1 October 2021 to 31 March 2022.
This is the first of a series of episodes that will be revealed during the course of the IPL season.
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