The Department of Culture and Tourism – Abu Dhabi has made a high-profile move to bolster its global appeal, officially appointing Bollywood power couple Ranveer Singh and Deepika Padukone as the new faces of Experience Abu Dhabi. This landmark collaboration marks the first time the high-profile Indian celebrity couple will jointly represent an international destination, solidifying Abu Dhabi’s aggressive strategy to target the massive Indian traveller market.
While Ranveer Singh has championed Experience Abu Dhabi since 2023, the announcement of Deepika Padukone as a co-ambassador creates a new dimension for the tourism campaign. As two of Indian cinema’s biggest global icons, their combined star power brings a unique blend of energy and elegance that perfectly aligns with Abu Dhabi’s diverse offerings.
The new campaign films showcase the couple exploring the emirate’s contrasting yet harmonious landscapes, from cultural landmarks to luxury getaways. This joint representation is a significant strategic move, tapping into the couple’s immense following and widely admired chemistry, affectionately known to fans as “DeepVeer.”
The promotional campaign features a stunning visual journey through some of Abu Dhabi’s most celebrated locations, positioning the city as a holistic destination for culture, adventure, and relaxation.
In one of the campaign’s key scenes, the couple visits the Louvre Abu Dhabi, where Ranveer, known for his charismatic flair, shares playful banter with Deepika as they admire ancient artifacts. The ad cleverly highlights the city’s deep cultural roots and world-class museums. They also experience the tranquil majesty of the Sheikh Zayed Grand Mosque, the Middle East’s most visited attraction, where Ranveer describes the city as feeling “like a pause button.”
Other highlights of their featured itinerary, which will be detailed in upcoming campaign extensions, include:
- Exploring the opulent resorts, such as The St. Regis Saadiyat Island Resort.
- Spending a playful day at the unique digital art museum, teamLab Phenomena.
- Showcasing a relaxing retreat at the luxurious Bab Al Nujoom Hudayriyat Water Villas.
The campaign’s core message positions Abu Dhabi as the “ultimate family hotspot” that caters to every kind of traveler, offering “culture, adventure, beaches, entertainment, you name it,” as Ranveer stated.
The launch of the joint campaign is meticulously timed to resonate with the peak Indian travel season, particularly ahead of the Diwali festival. By featuring special promotions for Indian festive celebrations, the Department of Culture and Tourism – Abu Dhabi directly appeals to the key Indian traveller demographic, which is increasingly seeking spontaneous luxury and family-friendly experiences.
Deepika Padukone echoed the emotional resonance of the campaign, stating that “Travel is always more meaningful when it is with the people you love.” This focus on shared experiences and family togetherness aims to create a personal connection with potential tourists, inviting them to create lifelong memories in the UAE capital. The couple’s long-standing public image, which often intertwines their professional success with their relationship, offers a trustworthy and aspirational lens through which Indian audiences can view Abu Dhabi.
This collaboration is part of a broader trend where Gulf nations are strategically partnering with Indian and international celebrity couples to amplify their tourism campaigns. Similar high-profile endorsements have recently been seen with cricketer Virat Kohli and actor Anushka Sharma promoting Dubai, underscoring the vital role of celebrity magnetism in influencing Indian travel aspirations.
As the newest brand faces, Ranveer Singh and Deepika will continue to front a series of upcoming campaigns, further spotlighting the emirate’s vast and diverse seasonal offerings. This long-term partnership ensures a consistent and influential voice promoting the warmth of Emirati hospitality and the city’s rich traditions to a global audience.
The couple’s inaugural joint film has already garnered massive online attention, with fans praising their on-screen chemistry and the breathtaking visuals of the city. The campaign effectively captures the duality of Abu Dhabi—a destination that encourages travellers to “see the world, but sometimes we end up seeing ourselves.”
