MUMBAI: Dubai is cracking jokes and breaking travel clichés. Visit Dubai has rolled out its latest campaign, ‘Yeh Bhi Dubai Hai, Bro!’, starring Indian stand-up favourites Anubhav Singh Bassi and Harsh Gujral. The campaign takes a playful spin on discovery, showing that just when you think you’ve seen it all, Dubai pulls another surprise.
Targeted at India’s comedy-loving audience, the campaign follows the two comics as they swap punchlines for adventures. Bassi introduces Harsh to the serene mountain landscapes of Hatta, while Harsh straps Bassi in for a heart-thumping ride across the world’s longest urban zipline at Xline Dubai Marina. Along the way, they plunge into the world’s deepest pool at Deep Dive Dubai, play chess in a sunken city, admire vintage bikes, indulge at Asia Asia in Pier 7, take a yacht ride across the Marina, and unwind at Koko Bay.
The campaign taps into India’s love for stand-up comedy, a genre that’s exploded in popularity over the past decade. Bassi and Harsh, household names for their relatable humour, bring a touch of authenticity and friendship to the narrative. Their banter feels less like a marketing film and more like a comedy sketch-turned-travel diary.
Dubai’s Department of Economy and Tourism, regional director of proximity markets, Bader Ali Habib, said the idea was to capture the blend of fun, spontaneity and discovery that resonates with Indian travellers. “Their journey shows Dubai is full of moments that spark excitement, from thrilling adventures to hidden gems, all wrapped up in the city’s unbeatable energy,” he added.
For Bassi, the project was a reunion with a friend in one of his favourite cities. “Working on something that didn’t feel like typical marketing but more like two friends exploring and having fun was amazing,” he said. Harsh echoed the sentiment, laughing about Bassi’s reaction to the zipline and reflecting on Dubai’s ability to surprise him even after multiple visits.
With its short flight time, seamless connectivity and ever-expanding list of experiences, from adventure sports to shopping, food, culture and iconic landmarks, Dubai continues to position itself as India’s go-to getaway. And as Bassi and Harsh prove, there’s always a new punchline waiting around the corner.
