Dubai feels like India to me, says Yo Yo Honey Singh
'Dubai feels like India to me,' Singh told Gulf News . 'It's closer to home, the vibe is familiar, and I've found a balance here between work and life.' Known for his chart-topping Punjabi and Bollywood hits like Brown Rang , Desi Kalakaar , and High Heels , Singh dominated the music scene before stepping away from the spotlight in 2014 due to health struggles and controversies that made headlines.
Now, Singh is back and refreshed, refocused, and with a new outlook. He says he's 'a changed man' who has left behind the excesses of the party lifestyle that previously surrounded his fame. Instead, he's focusing on his craft and personal growth, with Dubai offering the perfect backdrop for his reset.
His latest track Kudiyee Ni Teri marks another step in his musical resurgence, proving that his signature style still has mass appeal. Singh also reflected on his time away from the industry, admitting that the pressure, lifestyle, and relentless pace took a toll on his mental and physical health.
Dubai's music scene, meanwhile, is increasingly a magnet for international artists like Singh, offering both a thriving South Asian community and a growing appreciation for diverse genres.
Fans can expect more from Honey Singh soon, with new music projects in the works and live performances on the horizon. As Singh puts it, this chapter isn't just about making a comeback, for him it's about doing things differently, with purpose and passion.
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Meanwhile, Spotify's Creative Council brings together industry-leading creatives to help shape the future of advertising and brand storytelling on Spotify. This group includes top creative leads from agencies including R/GA, BBDO, McCann, Anomaly, VML and GUT, as well as brand leaders from Coca-Cola, Ulta Beauty and AG1. YouTube In line with its aim to connect communities and content creators with advertisers, YouTube released Open Call at Cannes Lions 2025. This is a feature within the platform's Creator Partnerships hub, powered by the YouTube BrandConnect tool, which permits brands to discover and partner with creators at scale. Through this feature, brands and advertisers will now be able to share a creative brief that explains the requirements of their campaign. This will allow multiple content creators within the YouTube Partner Programme the ability to pitch their video content designed specifically for that campaign and based on the creative brief directly to advertisers. Once the brands and advertisers view, review and approve their video submissions, the promotions or the partnership ads will get activated. In conversation with Campaign Middle East, Melissa Hsieh Nikolic, Director of Product Management for YouTube Ads, said, 'Creators and their authentic content really resonate with YouTubers and communities. Open Call and Creator Partnerships hub helps brands find creators who can tell their stories authentically, while giving creators of all different sizes an opportunity. We think there's a lot of power in that. This also provides people with a lot more ways to connect with brands.' TikTok At Cannes Lions 2025, TikTok unveiled updates to TikTok Symphony, its suite of generative AI tools designed to streamline creative production and spark bold new ideas. These new updates aim to make scaling on TikTok faster, easier and more efficient. 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Meta is also reportedly testing native ads inside the WhatsApp Updates tab, making it the first time ads will appear inside WhatsApp rather than as a click-through from Instagram or Facebook. However, these chats and channels will be clearly differentiated from the encrypted personal chats, the company clarified. The MENA region shines at Cannes The MENA region has had a great run at the Cannes Lions International Festival of Creativity 2025. Out of the 828 Lion winners from 48 countries, the MENA region claimed a total of 32 wins awarded across agencies and markets – up from 22 in 2024. This year's Cannes Lions MENA winners included agencies from the UAE, Saudi Arabia and Jordan. Impact BBDO led the region on total points and was awarded MENA Network of the Year at Cannes Lions 2025, marking a historic seventh time that the network has claimed the title. In terms of trophies, UAE agencies took home 18 wins, led by FP7 McCann Dubai (1 Gold, 1 Silver, 5 Bronze); VML Dubai; (1 Silver, 3 Bronze); Impact BBDO (1 Gold, 2 Silver, 2 Bronze); and LEO Dubai; (1 Bronze). Sharing the spoils with Impact BBDO, AdPro& Group picked up Jordan's first-ever Silver Lion in Cannes Lions' 72-year history. Representing Saudi Arabia at Cannes Lions, agencies from the Kingdom lifted 13 metal cats, led by BigTime Creative Shop (2 Golds, 1 Silver, 3 Bronze). The agency was also honoured with the Independent Agency of the Year: Entertainment award. Meanwhile, SRMG Labs lifted one Gold and two Silver Lions, and VML Riyadh won one Silver and two Bronze Lions. Burson MENA took home a Gold in the PR category at this year's Young Lions Competitions as the winning team – Raneem Saleh and Youssef Yammine – topped the category for 'The Silent B' campaign. 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While some pointed to the need for humans to understand culture and context better, others warned about the dangers of relying too heavily on generative AI tools. Reda Raad, Group CEO, TBWA\Raad said, 'The more that people are using AI, the more we're noticing that the output is beginning to look more and more alike. We're seeing this across different categories. We're beginning to see the flattening of culture, which we need to be wary about.' He added, 'Also, keep in mind that the more we rely on AI, the less we're using our intellect, curiosity and critical thinking abilities. At the end of the day, we need smarter people, not dumber people within the industry. So, while AI is a great enabler and a great tool, we need to have real conversations about what we do with AI and how we use it.' The brand and marketing industry needs to be held accountable, leaders surmised, adding that this accountability should not be pigeon-holed to brand equity or performance metrics alone, but should also be extended to the lasting effect that brands have on people, communities, the society at large and the planet. The argument is not a complex one, they said. It's understanding why they got into advertising in the first place and what inspired them to enter this realm of creativity, influence and persuasion. Tarek Miknas, CEO, FP7 McCann MENAT, said, 'My top take away from Cannes Lions 2025 is simplicity. I think the most powerful of the ideas that I've liked are the simplest ones that were able to scale, get attention and make a difference.' View this post on Instagram A post shared by Campaign Middle East (@campaignmiddleeast) All in all, the message from Cannes is clear: Marketing is facing a moment of profound transformation. Against the backdrop of generative AI, cultural fragmentation and the creator economy are upending the media landscape. Creativity remains not just a vital differentiator but one that still belongs to humans. The time for change is here. We are moving beyond hyped conversations. The new business plan to drive outcomes and social good – simultaneously – based on experimentation, bravery to fail, and the ability to be agile and pivot quickly within an evolving market. Offering a piece of advice to wrap up discussions at Cannes Lions 2025, Khaled AlShehhi, Executive Director of Marketing and Communications, UAE Government Media Office, concluded, 'Everyone needs to think big. We all need to get out of our comfort zones. Be curious. Let's do something great together. Let's do something to change our society. Let's be bold and creative.'
