Veteran actor Amitabh Bachchan, poet/writer Prasoon Joshi and musical maestro Shankar Mahadevan have joined forces for the latest advertising campaign launched by Expo 2020 Dubai.
The campaign invites explorers, travellers and wanderers to come to Dubai for a once-in-a-lifetime experience at Expo 2020.
The ad has musical narration by Bachchan, concept and composition by Joshi, who is also the CEO of McCann Worldgroup India, and music direction by Mahadevan.
The trio are collaborating for the first-time to drive awareness for the event held in the Arab world, currently running in the UAE until March 31, 2022.
The Expo 2020 campaign spotlights the array of varied experiences Expo 2020 has to offer, from projections on the Al-Wasl dome, the largest 360-degree projection surface in the world, to its architecturally-stunning buildings – including 192 Country Pavilions – to thrilling performances every day.
Expo 2020 opened its doors on 1 October 2021, and has seen millions of visits in its first three months.
Mahadevan said, “When we began working on this project, the biggest challenge was to be able to truly convey the essence of Expo 2020 Dubai. We wanted it to be purposeful, but also playful and fun, catering to people of all ages and interests. While many around the world continue to face challenges, people want to be able to feel part of a community, experience new things, learn and have fun, and Expo 2020 is the perfect place to do just that.”
Joshi said, “Expo 2020 has allowed the whole world to gather in one place, with nations from every corner of the planet bringing the best of what they have to offer. This campaign is a manifestation of what Expo 2020 Dubai has nurtured and it’s rewarding to see it come to life. Working with Amitabh Bachchan is always a learning experience, as he always brings new concepts to life and the collaboration with the great musician Shankar Mahadevan is always special. Together we have tried to give this campaign the edge it needs to instantly resonate with the audience.”
Visitors to the Expo can explore a country pavilion, catch a performance from a world-class artist, see cutting-edge architecture or the latest breakthrough technology, at the event.
Expo 2020 has hosted more than 17,000 events since its opening, welcoming hundreds of entertainers, performers, talents and thought leaders, with an incredible depth of programming that caters to all ages and interests.
Indian creative artists, such as director Shekhar Kapur and Academy and Grammy Award-winning composer AR Rahman, have been central to the programme.
Firdaus Orchestra, the all-women musical ensemble created for Expo 2020 and led by A.R. Rahman, continues to wow audiences through special-themed performances, while it has also hosted other popular Indian singers such as Neha Kakkar, and Indian rapper and singer Badshah.