Dubai 'Surprises' all, even India's power couple Virat and Anushka
Having visited Dubai on numerous occasions over recent years, Virat and Anushka share a personal connection with the city, inspiring them to embark on their first-ever destination-focused collaboration.
Marking the first phase of this landmark partnership, the film at the heart of the campaign highlights Dubai as the perfect destination for all travellers, as Virat and Anushka unveil a series of surprises while exploring the city's diverse experiences.
The film ends with an interesting twist leaving the audience wondering if there's more to discover.
Dubai's vibrance
Rich in colour, culture, and energy, the campaign film encapsulates the vibrant essence of the city through a blend of varied culinary experiences, spontaneous cultural interactions, thrilling adventures, and musical interludes.
It offers a refreshed perspective of Dubai, beyond the quintessential landmarks and experiences – one that invites both first-time and repeat travellers to discover the city in unforgettable ways.
The film highlights Dubai as the perfect destination for all travellers
The story begins with Virat planning a thoughtful and personalised experience for Anushka, creating memorable moments that go beyond the expected. He reveals a new side of the city – one that matches her vibe, emotions, and preferences.
He chooses each experience to align with her wishes, creating a deeper and more intimate connection with Dubai.
As long-time friends of Dubai, Virat and Anushka's fondness for the destination emerges naturally on screen as they wander through hidden corners, laugh together, explore and uncover experiences that reveal the city's soul in new and surprising ways.
Whether it's an intimate moment admiring the Dubai skyline from the world's highest 360-degree infinity pool (AURA SKYPOOL) or the thrill of parasailing over stunning beaches, the campaign film showcases a side of Dubai that even seasoned visitors like them find delightfully surprising.
Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing, said: 'This collaboration with Virat Kohli and Anushka Sharma is a natural fit – their genuine affection for Dubai and the way they engage with audiences make them ideal champions for the city.
The star pair cherish their deep connection to Dubai.
As we work towards the goal of further consolidating Dubai's position as a leading global city for business and leisure, aligned with the goals of the Dubai Economic Agenda, D33, this campaign underlines the diversity of Dubai's ever-evolving offering and our commitment to consistently providing visitors fresh and memorable experiences, whether they are arriving for the first time or returning.
"India remains one of our most important source markets, and partnerships like these help us foster meaningful cultural connections, inviting Indian travellers to explore and rediscover Dubai in new and exciting ways.'
Virat said: 'Dubai holds a special place for Anushka and me. The moment we land, everything – from the flavours to the energy – feels just right. Even my favourite chole bhature tastes just as good here! But what amazes us is how the city feels familiar yet always has something new to offer. Whether it's adventure, peaceful moments in the dunes, or just vibing to the perfect playlist on the beach, there's always something for everyone. This campaign has let us see the city through fresh eyes, and we can't wait for others to do the same.'
Anushka said: 'Every visit to Dubai feels like a new discovery. Whether it's for work, or to be with friends, the city surprises you in the best ways. It is a warm city, extremely comforting yet very exciting and there is something new to explore always.
From thrilling adventures to unexpected moments, Dubai has a way of matching every mood and every need. We're happy to be a part of this collaboration with Dubai and to uncover fresh, exceptional experiences and personalised ways to fall in love with the city.'
The campaign's hero film is supported by a 360-degree rollout across social media, digital platforms, and targeted offline activations.
To watch the new 'Dubai, Ready For A Surprise' campaign film starring Virat Kohli and Anushka Sharma, please visit: https://www.visitdubai.com/en/dubai-ready-for-a-surprise
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Are people searching for "halal skincare," "remote healthcare Dubai," or "urban vertical farming kits"? : Use keyword tools (e.g., Google Trends, local keyword platforms) to track search volume for niche-related terms in the UAE. Are people searching for "halal skincare," "remote healthcare Dubai," or "urban vertical farming kits"? Gap analysis : Survey existing offerings—both local and international—in sectors like wellness, e-commerce, or agritech. Identify unserved or underserved needs. : Survey existing offerings—both local and international—in sectors like wellness, e-commerce, or agritech. Identify unserved or underserved needs. Consumer interviews: Speak directly with potential users—expats, local families, small businesses. Ask about pain points, frustrations, and unmet needs. Together, these methods offer a data-backed view of where niche opportunities actually exist in Dubai, rather than where they only seem promising. 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Regulatory Pathways: Navigate Business Setup with Clarity Choosing the right legal structure can shape your ability to operate and grow: Mainland vs. Free Zone Feature Mainland Free Zone Ownership Up to 100% foreign ownership 100% foreign ownership Market Scope Can operate across UAE and internationally Limited to free zone plus export; mainland access via NOC Licensing Speed Typically ~1 month setup Typically ~1–3 weeks; faster and smoother Office Requirements Minimum ~200 sq ft office to open bank account Flexi desks or virtual offices allowed Taxation Subject to 9% corporate tax on profits (>AED 375K) Exempt if earning qualifying income; 9% applies otherwise Audit Requirements Mandatory Varies by zone; many small zones exempt SMEs Cost & Capital AED 25K–40K setup; AED 150K–300K capital practical AED 10K–50K setup; AED 50K–1M capital (depends on zone) Free Zone models are ideal for digital-first, export-based, or international services ventures. are ideal for digital-first, export-based, or international services ventures. 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Artisan & Cultural Collaborations Teaming up with local design hubs, galleries, or cultural incubators such as Dubai Design District or Tashkeel can lend authenticity and storytelling richness. Artisan-crafted packaging, limited-edition motifs grounded in Arab heritage, or collaboration videos built around creation stories—all add cultural depth. Industry Labs & Innovation Forums Whether embedded in a fintech sandbox, health-tech accelerator, or sustainability incubator, participation in innovation zones gives niche brands access to credibility infrastructure. It creates narrative hooks like 'powered by' or 'developed with' and promising access to mentorship, beta testers, and investor networks. Go‑to‑Market Tactics Digital‑First Launch Dubai's population is highly connected and digitally active, making digital-first strategies a no-brainer. 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Unify your brand story: Ensure your digital ads, influencer content, product packaging, and physical experiences all tell the same story—one that's clear, authentic, and tailored to your niche. Risks & Mitigation 1. Regulatory Complexity & Licensing Costs Dubai offers multiple business structures—from mainland setups to free zones—but navigating the right path isn't always straightforward: Rules vary by emirate and sector. Certain businesses (e.g, fintech, food, healthcare) need extra regulatory approvals, NOCs, or specialist licensing. Setup costs can range widely: free zone incorporation may start at AED 10K–50K, while mainland setup often runs AED 25K–40K, plus capital requirements. Hidden compliance costs may arise from licensing renewals, audits, and industry-specific regulations. Missteps can result in delays or penalties. Mitigation Steps: Consult specialized business setup advisors early on to identify the ideal structure for your niche. Factor in licensing types, regulatory fees, and renewal timelines during your financial planning. Where applicable, explore regulatory sandbox programs or innovation zones—such as those in fintech—that allow for controlled testing environments and faster market entry without bypassing compliance. 2. Market Readiness: Culture, Price Sensitivity, Adoption Dubai is culturally diverse, affluent, but also discerning: Consumer behavior mixes premium expectations with growing price awareness—shoppers expect high quality, but are selective and research-focused. The population includes about 90% expatriates, each with different spending patterns and loyalty triggers. Western expats value convenience and brand consistency; others may prioritize value or remittance-friendly pricing. Cultural nuance matters—holiday observances, modest design preferences, and local values all impact product acceptance. 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Mitigation Steps: Work with experienced clearing agents or third-party logistics providers early on. Build buffer time into delivery projections and offer realistic fulfillment windows to customers. Prioritize automation—track shipments, digitize inventory, and consider AI-based logistics tools to reduce errors and improve reliability. 4. Geopolitical & Compliance Risks Dubai sits at a global crossroads—this brings both opportunity and exposure: Regional tensions (e.g., Israel-Iran conflict) may impact trade routes, transport corridors, or investor confidence, not in the short term, but via cautious contingency planning. Financial compliance frameworks (anti-money laundering, cybercrime laws, data privacy) are still evolving. Violations—even unintended—can result in fines or bans. Mitigation Steps: Develop basic business continuity and crisis plans—divert shipping, backup suppliers, or staff protocols. Monitor updates from UAE authorities on AML/CFT regulations, data protection, and licensing mandates. Partner with legal advisors experienced in Zone-based and mainland laws to stay compliant as rules update. By 2025, Dubai will have become more than a hub for large enterprises—it's a city that values focus and clarity. The environment supports those who build with intention, offering targeted solutions to real needs. If you can define a clear niche, solve a specific problem, and align with the city's values, there's space to grow. In Dubai, precision isn't just rewarded; it sets you apart. Let your niche be the beginning. The rest will follow. Also read: Surviving the Off-Season: How Seasonal Businesses in Dubai Can Stay Profitable Year-Round Seasonal businesses in Dubai face unique challenges during the summer slowdown—but with the right planning, operations, and marketing, the off-season can become a time of growth. 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