Latest news with #ZindagiKoYasBol
Campaign ME
4 hours ago
- Entertainment
- Campaign ME
Private View by LION Dubai's Osama Siddiq
Campaign Middle East features a Private View section with a range of insights and viewpoints from industry experts, revealing the intricate world of marketing and advertising campaigns. This review of our 'Works' from April is by Osama Siddiq, Co-Founder & Executive Creative Director, LION Dubai. VISA – Cash Walla Visa? The insight is mint. It nails the local lingo without dressing it up in agency-speak. Feels like one of those ideas where you had an amazing insight, and you forced a tech twist and suddenly we're in science fair territory. Fun to look at, not sure it actually does justice to the insight. Bridgestone MEA – Lap of Love Important topic, well-intentioned, but let's be honest, it feels like a safety manual with music. It says the right things but forgets to surprise. A little more creative punch would've taken it from informative to unforgettable. IKEA Al-Futtaim – Supporting First Steps This is IKEA doing what IKEA does best, making real life feel special. They didn't even film anything, just let parents be parents. No polish, no posing, just pure joy. It's the kind of ad you accidentally rewatch three times. Total win. adidas Originals – Loomhood Collection This one walks in with swagger and doesn't fake a single frame. It's raw, it's grounded and it owns its space without trying to please everyone. Easily one of the rare ads that actually feels like it belongs where it was made. Loud applause from this side. Yas Island – Zindagi Ko Yas Bol Big idea, big nostalgia, big budget and still, somehow, big miss. The casting was a shortcut to the audience's hearts, but the delivery felt like a school play. It could have been magic, but instead it's over-acted and under-directed. Bollywood deserves better. So does Yas. By Osama Siddiq, Co-Founder & Executive Creative Director, LION Dubai.
Campaign ME
08-05-2025
- Entertainment
- Campaign ME
Yas Island reveals disney theme park resort with host of celebs, drone shows and performances
Miral Destinations, in collaboration with The Walt Disney Company, has announced plans to develop the first-ever Disney theme park resort destination in the Middle East and Africa. The Disney theme park's addition to Yas Island's portfolio was revealed through a large-scale event that blended digital spectacle with high-profile appearances and media outreach. Hosted at Yas Links, the Disney theme park announcement included a 9,000-drone light show – the largest staged in the region to date – accompanied by fireworks and live performances from international artists such as pianist Lang Lang, West End performer Kerry Ellis, Emirati singer Rashed Alnuaimi and classical artist Sonya Balsara. View this post on Instagram A post shared by Yas Island جزيرة ياس (@yasisland) The event attracted regional and international celebrities, with names including Naomi Campbell, Nancy Ajram, Chiara Ferragni, Ed Westwick and Tyrese Gibson in attendance. The launch also drew a strong presence from media, tourism stakeholders and entertainment industry figures. As part of the surrounding media effort, major landmarks across the UAE, including the Burj Khalifa and Aldar HQ, were illuminated in blue and animated with themed projections to amplify awareness. Complementing the nationwide activations, outdoor hoardings promoting the Disney theme park have been spotted in regional markets, suggesting further campaign rollout. Ahead of the official reveal, Yas Island had announced on its social media that it would host the region's largest-ever fireworks display on the night of 7th May as part of its 15-year anniversary celebrations. The reveal of the Disney destination was kept under wraps until the event itself, with the fireworks acting as both a celebratory moment and a launch platform. This announcement follows Yas Island's recent Zindagi Ko Yas Bol campaign, which featured Bollywood actors Hrithik Roshan, Farhan Akhtar, and Abhay Deol, reuniting after their appearance in the 2011 film Zindagi Na Milegi Dobara. While details of the resort are still under wraps, the project will be Disney's seventh global theme park resort and its first in this region. The Disney theme park development is positioned to complement Yas Island's existing entertainment offering and signals further investment in destination tourism experiences.
Zawya
10-04-2025
- Entertainment
- Zawya
Momentum Dubai's ‘Zindagi Ko Yas Bol' campaign for Yas Island breaks records
Dubai, UAE — In a powerful blend of nostalgia, storytelling, and cultural relevance, Momentum DXB partners with Yas Island to create one of the most iconic campaigns of the year with ' Zindagi Ko Yas Bol' for Yas Island Abu Dhabi — clocking a staggering 1.5 billion views in just 15 days. At the heart of the campaign lies a bold creative idea: reviving the legendary trio from the cult-classic Bollywood film Zindagi Na Milegi Dobara — starring Hrithik Roshan, Farhan Akhtar, and Abhay Deol — after 14 years, and reimagining their next adventure on Yas Island. The result? A five-part mini-series that not only reunited the stars but reignited a generation's love for friendship, freedom, and travel — this time, with Yas Island as the stage. The campaign instantly became a cultural phenomenon, igniting conversations, organic shares, and widespread fan enthusiasm across Instagram, Facebook, YouTube, and beyond. 'We didn't just want a campaign. We wanted a movement,' said Raphael Nassoura, Executive Creative Director & General Manager at Momentum. ' 'Zindagi Ko Yas Bol' is a cultural invitation to say 'yes' to life again, something we all needed. And to see it resonate so deeply, generating 1.5 billion views, shows the sheer power of storytelling rooted in emotion.' Smit Agrawal and Vaibhava Bhatnagar, Associate Creative Directors at Momentum, added: 'When we received the brief, the first question we asked ourselves was: What inspired us to travel? The answer was immediate — Zindagi Na Milegi Dobara. That film shaped our generation. And transforming that into Zindagi Ko Yas Bol felt not just natural, but necessary.' The concept, developed in close collaboration with Yas Island's marketing team, was instantly greenlit. 'It was the shortest pitch presentation of our lives — two minutes in, and we knew we had something powerful,' recalled Rania Helou, Director of Marketing at Yas Island Abu Dhabi. 'It took months of hard work to bring it to life, but the payoff has been phenomenal.' Badr Bourji, SVP Marketing at Yas Island Abu Dhabi added: 'This idea checked every box. It tapped into emotion, nostalgia, and relevance. Most importantly, it gave our Indian audiences something they've been waiting 14 years for. And in doing so, we became a part of their story.' Beyond the unprecedented viewership, the campaign sparked millions of organic interactions — from fan tributes and shares to trending conversations across Instagram, Facebook, YouTube, and other platforms. Industry insiders have already hailed it as a masterclass in nostalgia-powered, celebrity-led storytelling. With Zindagi Ko Yas Bol, Momentum DXB reaffirms its reputation as a creative force — not just delivering campaigns but crafting cultural moments that drive results and stay with audiences long after the screen fades to black. The full 'Zindagi Ko Yas Bol' campaign can be viewed across Yas Island's official social channels at @yasiland. -Ends- For any media inquiries, please contact Roksar Kamal PR Manager Credits List: Client: Yas Island, Miral Destinations Senior Vice President Marketing: Badr Bourji Senior Director Marketing: Max Mayer Brand Marketing Director: Rania Helou Head of Marketing: Rose Alforque Senior Marketing Executive: Thivanka Wijesinghe Senior Director Performance Marketing: Matt Nelson Head of Performance Marketing: Mark Dabu Senior Director Public Relations & Corporate Communications: Rashad Al Ghadban Head of PR Consumer: Ridheema Singh Social Media Director: Rebecca Campbell Social Media Manager: Farah Barakat Creative Agency: Momentum GM/ECD: Raphael Nassoura ECD: Oliver Robinson Associate Creative Director: Vaibhava Bhatnagar Associate Creative Director: Smit Agrawal Integrated Business Director: Wissam Gharib Account Director: Cynthia Massaad Strategy: Gabriela Donoso Graphic Designer: Ali Vannery Senior Designer: Ishtiaq Hussain Digital Designer: Sucharita Bose Digital Designer: Ahmad Maarouf PR Manager: Roksar Kamal Media Agency: Initiative Director Integrated Planning: Nuha Bayoud Associate Director - Integrated Planning: Mohamad Hachem Media Executive: Maria Khoriaty PR Agency: Weber Shandwick India & UAE Executive Vice President: Ruchika Vyas Senior Vice President: Diviya Khanna Vice President: Erica D'souza Account Director: Munmun Gentle Manager: Sherry Rodrigues Senior Associate: Riya Dhawalbhakta Junior Associate: Tanishtha Thakur Director - Client Experience: Reem Diab Account Director: Amjad Saqer Senior Manager: Charla Mentoor Senior Associate Rogina Barsoum Production House: Dejavu Executive Producer: Manasvi Gosalia Head of Production: Kavya Iyer Senior Producer: Nadine Gibbs Head of Post-Production: Rafic Sawaya Director: Amit Sharma Writer: Zoya Akhtar and Reema Kagti
Campaign ME
07-04-2025
- Entertainment
- Campaign ME
Zindagi Na Milegi Dobara sequel? Miral ads make the case with 1.5 billion views
Over the past 24 hours [as of writing this article], Bollywood news has been buzzing with the prospect of a Zindagi Na Milegi Dobara sequel – 14 years after the release of the 2011 box office hit – as actor Hrithik Roshan reportedly hinted at the possibility following an incredibly successful episodic ad campaign for Miral's Yas Island, which raked in 1.5 billion views on social media. Centered around the core message: Zindagi Ko Yas Bol, Miral's Yas Island campaign brought to life a series of episodic ads reuniting Bollywood superstars Hrithik Roshan, Farhan Akhtar, and Abhay Deol – the trio loved for their role in Zindagi Na Milegi Dobara. In an exclusive conversation with Campaign Middle East, Badr Bourji, Senior Vice President of Marketing at Miral, said, 'The campaign aimed to establish Yas Island as a premier leisure and entertainment destination for Indian travelers by forging a deep emotional connection with its audience. Centered around the core message 'Zindagi Ko Yas Bol,' it brought to life a series of episodic ads that felt like the closest thing to a sequel of Zindagi Na Milegi Dobara, capturing the spirit of adventure, friendship, and living life to the fullest, all set against the unique and unforgettable experiences that Yas Island offers.' Bourji added, 'The reunion of Hrithik Roshan, Farhan Akhtar, and Abhay Deol was a nostalgic nod to the film, reinforcing themes of friendship, adventure, and stepping outside one's comfort zone — values that Yas Island embodies. By weaving in these emotional and cultural touchpoints and aligning the destination with these beloved stars, the campaign positioned Yas Island as the ultimate destination for heart-pounding adventures and unforgettable experiences.' Success of the Zindagi Ko Yas Bol campaign Part of the demand for a Zindagi Na Milegi Dobara sequel has been driven by the success of Miral's Zindagi Ko Yas Bol campaign, with metrics for success defined through a combination of engagement, media coverage and audience reach. 'The campaign quickly gained traction, going viral with tier 1 coverage both regionally and internationally in top media outlets. On social media, it generated 1.5 billion views, 8.2 million likes, reflecting strong engagement and widespread excitement. Additionally, the campaign drove the highest Google search from India for Yas Island in the past five years, further solidifying its impact,' Bourji revealed to Campaign Middle East. He added, 'We closely monitored social media interactions, video views and audience sentiment to gauge the campaign's impact. Widespread visibility across digital platforms amplified the campaign's reach, reinforcing Yas Island's position as the ultimate adventure destination.' The Zindagi Ko Yas Bol campaign was brought to life by creative agency Momentum and production house Deja Vu, with Weber Shandwick MENAT and India handling the PR, and Initiative handling the media planning and buying. Capturing the appetite for a Zindagi Na Milegi Dobara sequel The campaign officially launched on January 22 with a teaser video shared on the celebrities' Instagram channels. The video featured all three of them at an undisclosed location, with a Three Musketeers book on display, with the iconic anthem from Zindagi Na Milegi Dobara playing in the background. The caption subtly hinted that something exciting was in the works, sparking immediate curiosity among followers. View this post on Instagram A post shared by Hrithik Roshan (@hrithikroshan) Reactions to this initial Instagram post clearly demonstrated the growing appetite for Zindagi Na Milegi Dobara. One of the most liked comments on Hrithik Roshan's Instagram post from Aankit Chopra, which garnered 1,775 likes read, 'Aise ZNMD 2 ka teaser dena is not funny,' while another by a user named @jammypants4, which read 'Don't gaslight us,' received 4,372 likes. About a month and a half later, another teaser post appeared on the celebrities' IG pages, confirming only that the iconic trio was reuniting for another adventure, building even more anticipation and excitement among the audience without revealing any further details. This was followed by a high-energy trailer introducing the social-first, episodic storytelling initiative, where each of the five episodes showcased a new challenge on Yas Island. 'Video content was the primary driver, with episodes rolling out across social media, YouTube and digital platforms, ensuring widespread reach and organic shareability. To amplify impact in the Indian market, the campaign extended beyond digital with 60-second cinema spots, digital screen takeovers and high-visibility OOH placements,' Bourji explained. Additionally, more than 100 digital screens and lamp posts across Mumbai, Delhi and Ahmedabad reinforced the campaign's presence, while print and online coverage provided additional credibility and reach. 'This multi-layered approach ensured that audiences not only watched but actively engaged with the Zindagi Ko Yas Bol experience,' Bourji said. 'The strategy behind the Zindagi ko Yas Bol campaign was to tap into nostalgia by leveraging the cultural phenomenon of Zindagi Na Milegi Dobara, a cult classic that resonates deeply with an entire generation. By targeting the teenagers of yesterday — now adults with financial power and decision-making authority — the campaign aimed to forge a strong emotional connection with this audience. It sought to harness the movie's themes of adventure, friendship and living life to the fullest to create a deeper bond with Yas Island, transforming the movie's fanbase into authentic brand love for the destination.' Bourji said, 'By channeling the spirit of Zindagi Na Milegi Dobara — embracing life through adventure — the campaign positioned Yas Island as the ultimate destination for thrill-seekers. Reuniting the iconic trio from the film and having them say 'Yas' to every adventure, the campaign created a direct bridge between the movie's message and Yas Island's diverse offerings.' He added, 'Nostalgia-driven travel and film tourism have become powerful motivators, particularly for Millennials and Gen Z, who crave immersive, experience-led journeys inspired by pop culture. As a defining film of its generation, Zindagi Na Milegi Dobara remains a symbol of adventure, spontaneity, and deep friendships—values that Yas Island embodies.' The campaign ran until March 17, 2025, starting with the official trailer launch on March 3, 2025. Throughout this period, Miral amplified the campaign by leveraging multiple platforms to engage with audiences. CREDITS: Client: Yas Island, Miral Creative agency: Momentum Media agency: Initiative Production house: Deja Vu PR: Weber Shandwick MENAT and India
Gulf Today
05-03-2025
- Entertainment
- Gulf Today
Bollywood's iconic trio reunites on Yas Island
After weeks of speculation surrounding the viral video featuring Bollywood's beloved Zindagi Na Milegi Dobara trio — Hrithik Roshan, Farhan Akhtar, and Abhay Deol — the mystery has finally been revealed. The new campaign for Yas Island, Zindagi Ko Yas Bol, brings together the original cast for a much-anticipated reunion, celebrating the spirit of adventure and friendship that made the film so beloved. Fourteen years after the iconic film, fans are getting the closest thing to a sequel, with the trio embarking on a brand-new adventure packed with challenges, thrills, and unforgettable moments on Yas Island. The campaign kicks off with an exciting trailer, marking the beginning of a five-episode series that takes Hrithik, Farhan, and Abhay across Yas Island's most iconic experiences. Reigniting the film's core theme, each character challenges the others, embracing the spirit of Zindagi Ko Yas Bol by saying 'Yas' to every adventure. From high-speed thrills to breathtaking experiences, the series promises to deliver nostalgia, laughter, and the essence of living life to the fullest. And what's an epic adventure without an equally epic soundtrack? A brand-new jingle, created just for this campaign, captures the excitement and energy of Yas Island, making sure the spirit of fun stays with you long after the journey ends. Liam Findlay, CEO of Miral Destinations, shared his excitement: 'This campaign is all about celebrating the joy of friendship and adventure, just like the film did 14 years ago. Yas Island is the perfect place for unforgettable moments, and we're thrilled to bring this experience to life with Hrithik, Farhan and Abhay.' Filmmakers Zoya Akhtar and Reema Kagti, who co-wrote the script for the series, added: 'We are excited about this collaboration with Yas Island, and it's amazing to see how the film still connects with people so many years later. At its heart, the film has always been about stepping out of your comfort zone and living life to the fullest and we are grateful for all the love it receives.' Fans can follow the trio's adventure in the upcoming episodes by staying tuned to Yas Island's official social media channels. With each episode unlocking new challenges and breathtaking experiences, Zindagi Ko Yas Bol is set to be an unforgettable journey that celebrates the spirit of friendship, adventure, and saying 'Yas' to life!
