Advertising Creative Featured Marketing The Work

Shantelle Nagarajan

posted on Dec. 18, 2025 at 5:45 pmDec 18, 2025

How DAMAC Islands 2 leveraged Bollywood and more for a sold-out project launch

Shantelle Nagarajan

posted on Dec. 18, 2025 at 5:45 pmDec 18, 2025

"We wanted brand ambassadors who represent the DAMAC brand ethos of luxury and craftsmanship and reach out to people across cultures,” said DAMAC's Amira Sajwani.

This November, DAMAC Properties grew its portfolio of properties with the launch of DAMAC Islands 2. The launch marks the seventh master community by DAMAC in Dubai.

DAMAC Islands 2 draws its inspiration from eight dream destinations: Antigua, Bahamas, Barbados, Bermuda, Cuba, Maui, Mauritius and Tahiti.

DAMAC launched the project with an omnichannel campaign that featured Bollywood A-list celebrities Alia Bhatt and Ranbir Kapoor, along with Egyptian singer Majid Al Mohandis.

Spanning print, digital, social, video and out-of-home (OOH) channels, and supported by earned media and influencer collaborations, the campaign drew on data that consistently identifies India, the UK, China and

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Tags:Alia Bhatt Amira Sajwani DAMAC DAMAC Islands 2 Majid Al Mohandis omnichannel campaign Ranbir Kapoor Ultimate Islander user generated content

the authorShantelle Nagarajan

Shantelle Nagarajan is Campaign Middle East’s Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.