Latest news with #ServiceplanMiddleEast

Campaign ME

Ranveer Singh enters the chat to promote Experience Abu Dhabi

Experience Abu Dhabi has launched a campaign targeting Indian travellers, starring Bollywood actor Ranveer Singh and set entirely within the familiar digital setting of a family WhatsApp group chat. The campaign brings to life a behavioural truth: most Indian family holidays begin not at a travel agency or with a Google search – but with a message to the family group. With more than 500 million active users, India is WhatsApp's largest market globally, making it a natural storytelling platform for the campaign's concept. The campaign was developed by Serviceplan Middle East and produced by Déjà vu. It was supported by Spark Foundry, Ogilvy India and Memac Ogilvy. The video opens with Singh seated at a family dining table, excitedly announcing a holiday in Abu Dhabi. One by one, other family members begin to appear – both at the table and in the group chat – mirroring the way Indian families often plan trips through emojis, voice notes, and back-and-forth banter. Characters include a tech-challenged auntie who's always typing but never sending, a good-morning-forwarding uncle, and the younger, Gen Z cousins with cool filters and hotter takes. As each character weighs in, scenes shift fluidly from chat to real-world, showcasing what Abu Dhabi has to offer for every family member – from luxury shopping and theme parks to street food and serene beaches. The film closes with a cheerful CTA from Singh: 'Habibis, so when are you going to Abu Dhabi?' Beyond the film, the campaign extended into digital touchpoints with custom WhatsApp sticker packs featuring Ranveer Singh in playful poses and travel-themed captions like 'Flight mode: on' and 'No kaam, only araam. #InAbuDhabi.' These stickers were designed to organically integrate into Indian WhatsApp conversations, reinforcing both recall and relatability. 'A family holiday is not an easy agreement. Options are proposed, drafted like resolutions, debated in group chats, amended mid-call, and sometimes vetoed by the youngest delegate with the biggest opinions,' said Sajju Ambat, Director of Creative Strategy and Insights. The Ranveer Singh campaign recorded over 143 million impressions, 18.5 million video views, and 254,000 engagements across digital and social channels – highlighting the value of insight-led, culturally resonant creative in travel marketing. Credits Agency – Serviceplan Middle East Executive Creative Director: Nishant Shah Creative Director: Andre Couto Associate Creative Director: Kunal Gagwani Copywriter – Mariyam Maroof Senior Producer: Geetika Sood Junior Production Manager: Saquib Wakankar Business Director: Solange Constantin Account Manager: Mohamad Saboury Production House – Déjà vu Executive Producer – Manasvi Gosalia Head of Production – Kavya Iyer Producer – Nadine Gibbs Head of Postproduction – Rafic Sawaya Post Producer – Adnan Plummer Department of Culture and Tourism – Abu Dhabi H.E. Nouf Mohamed Al-Boushelaibi – Executive Director of Strategic Marketing & Communications at The Department of Culture and Tourism Abu Dhabi Imane Zebrini – Special Projects Lead, Strategic Communications Department Kenneth Daniel Monis – Acting Destination Marketing Section Head Ghadeer Khub – Creative & Production Department Director at The Department of Culture and Tourism Abu Dhabi Emma Campbell – Sector Marketing Director and Acting Director of Strategic Communications at The Department of Culture and Tourism Abu Dhabi Nada Assaf – Campaigns Section Head at The Department of Culture and Tourism Abu Dhabi Mohamed ElShorafa – Campaigns Unit Head at The Department at The Department of Culture and Tourism Abu Dhabi Zain Variawa – Acting Media Planning Unit Head Ady Badawi – Media Planning Specialist Nishita Virkar – Consumer Communications Section Head Muhimma Alriyami – Consumer PR Specialist Spark Foundry Skander Naaman – Media Manager Asad Khan – Senior Executive Anilyn Abitria – Media Executive Anees Abdul Rehman – Senior Executive Frankie Warren – Senior Media Manager Vedrana Strong – Associate Business Director Ogilvy India Arneeta Vasudeva – National Head – PR & Influence Nakul Sagar – Partner – PR & Influence Hetika Gala – Associate Partner – PR & Influence Laksh Kapri – Sr. Consultant – PR & Influence Memac Ogilvy Sarah Edwards – Managing Partner Lameez Mohd – Senior Account Director Mina Kiwan – Media Relations Director Zainab Damji – Senior English Editor Aamina Mohamed – Senior Account Manager Rami Farrah – Senior Account Executive Nayla Ibrahim – Account Executive