The Dubai Corporation for Tourism and Commerce Marketing (Visit Dubai), under the Dubai Department of Economy and Tourism (DET), has launched a fresh travel campaign titled “Dubai, Ready For a Surprise”, featuring Indian celebrities Virat Kohli and Anushka Sharma.
Personal Connection with the City
Having visited Dubai multiple times, Virat and Anushka share a personal bond with the city. This familiarity has led to their first destination-focused campaign, showcasing their connection through a journey of unique and carefully curated experiences.
Highlighting the Unexpected
The campaign’s main film captures Dubai as a city full of surprises. As Virat plans a personalised trip for Anushka, the couple explores a side of Dubai beyond its famous landmarks. From hidden gems and cultural moments to culinary delights and thrilling adventures, the film portrays Dubai as a city that evolves with every visit. It ends on a mysterious note, leaving viewers curious about what more the city has to offer.
New Experiences with a Personal Touch
The campaign presents a thoughtful narrative—Virat choosing activities that reflect Anushka’s interests, emotions, and moods. From parasailing over scenic beaches to enjoying the views from AURA Skypool, the experiences reflect a more intimate and fresh take on Dubai. The aim is to appeal to both new visitors and repeat travellers looking for something different.
Multi-Platform Rollout
The campaign is being rolled out through a 360-degree marketing approach, including social media, digital promotions, and offline activations, expanding its reach among global audiences, especially Indian travellers.
Virat and Anushka Share Their Views
Virat Kohli expressed his fondness for Dubai, saying it feels familiar but always offers something new. He added that even small joys, like his favourite chole bhature, feel special in the city.
Anushka Sharma described Dubai as a place of constant discovery—exciting yet comforting, offering both thrilling moments and emotional resonance. She emphasized how the city suits every occasion, whether for leisure, work, or relaxation.
Strengthening Cultural Ties
Issam Kazim, CEO of Visit Dubai, noted that Virat and Anushka’s authentic connection with the city makes them ideal ambassadors. He highlighted India as one of Dubai’s most important tourism markets and said this partnership would help deepen cultural engagement and invite more Indian travellers to explore Dubai in new, meaningful ways.
