Zindagi Na Milegi Dobara sequel? Yas Island 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.

Centred around the core message: Zindagi Ko Yas Bol, the 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.

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.

Smit Agrawal and Vaibhava Bhatnagar, Associate Creative Directors at Momentum, said, “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.”

Rania Helou, Director of Marketing at Yas Island Abu Dhabi, responded, “It was the shortest pitch presentation of our lives — two minutes in, and we knew we had something powerful. It took months of hard work to bring it to life, but the payoff has been phenomenal.”

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.”

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 and 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.”

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 Yas Island’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.

Bourji 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.”

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.

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.

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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, Yas Island amplified the campaign by leveraging multiple platforms to engage with audiences.