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.
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