Abu Dhabi’s latest tourism push is turning the family group chat into a destination gateway, and leading the conversation is Bollywood superstar Ranveer Singh.
In a campaign developed by Serviceplan Group Middle East for Experience Abu Dhabi, the Ranveer Singh Family Vacation campaign captures a deeply relatable moment for millions of Indian families: the chaotic, emoji-filled WhatsApp chat that usually kicks off any holiday plan. With over 500 million Indians actively using WhatsApp, the platform has become a digital living room — a space where relatives of all ages argue, negotiate, and laugh their way toward a group decision.
Set entirely within a fictional WhatsApp conversation, the campaign’s central film stars Singh alongside a vibrant cast of on-screen family members — each representing familiar archetypes from the average Indian family chat. From the ever-sceptical auntie to the excitable cousins, the group engages in a lively debate over where to go for their next vacation. As the conversation unfolds, the film cuts seamlessly between their chat and real-life footage of unforgettable Abu Dhabi experiences — from adrenaline-pumping theme parks and high-end malls to traditional markets and restaurants serving Indian favourites.
“A family holiday is not an easy agreement,” said Sajju Ambat, Director of Creative Strategy and Insights at Serviceplan ME. “Options are proposed, debated like resolutions, vetoed, or amended — often by the youngest member with the loudest voice. That chaos is what we wanted to reflect.”
But the campaign doesn’t stop at storytelling. Tapping into India’s strong culture of peer-to-peer digital sharing, Experience Abu Dhabi also created custom WhatsApp sticker packs featuring Ranveer Singh in quirky, expressive poses. Stickers like “Flight mode: ON” or “No kaam, only araam. #InAbuDhabi” were released across social media and through messaging platforms, designed to naturally infiltrate the group chats where travel decisions are made.
The strategy is clear: make Abu Dhabi a part of the conversation before the tickets are even booked.
By using a celebrity who resonates across generations and blending humour with real cultural insight, the campaign speaks directly to how Indian families plan their holidays — through a mix of tech, tradition, and total group consensus.
With India remaining a key market for outbound travel, Experience Abu Dhabi continues to double down on relatable, insight-driven campaigns tailored for its audience. And this time, the message is simple: start the chat, settle the debate, and make Abu Dhabi the answer everyone agrees on.
