- Amitabh Bachchan, Shankar Mahadevan and Prasoon Joshi join forces for Expo ad
- Explorers, travellers and wanderers invited to experience the world in one place
- Expo visits exceed 8.9 million; India a top source market for international guests
DUBAI, 4 January 2022 – Explorers, travellers and wanderers are all invited to come to Dubai for a once-in-a-lifetime experience at Expo 2020 in the World Expo’s latest advertising campaign released in India and the UAE.
The ad brings together three creative superstars, with musical narration by Bollywood legend Amitabh Bachchan, concept and composition by acclaimed poet and writer Prasoon Joshi, who is also the CEO of McCann Worldgroup India, and music direction by musical maestro Shankar Mahadevan.
The trio are collaborating for the first time ever to drive awareness of the largest event held in the Arab world, currently running in the UAE until 31 March 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 on site every day.
Expo 2020 opened its doors on 1 October 2021, and has seen a staggering 8,958,132 million visits in its first three months. India has continued to represent a top international visitation market for the event.
Singer and composer, Shankar 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.”
Prasoon Joshi, Chairman of McCann Worldgroup, Asia Pacific and CEO & CCO McCann Worldgroup, India, 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 Shri 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.”
Innovation, imagination, exploration and celebration are just some of the words being used to help describe Expo 2020 Dubai in the latest ad campaign. Whether you want to explore a Country Pavilion, catch a performance from a world-class artist, see cutting-edge architecture or the latest breakthrough technology, there is so much to discover.
Expo 2020 has hosted more than 17,000 events since 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 world-renowned award-winning director Shekhar Kapur and Academy and Grammy Award-winning composer A.R. Rahman, have been central to the programme.
Firdaus Orchestra, the pioneering all-women musical ensemble created for Expo 2020 and led by A.R. Rahman, continues to wow audiences through special themed performances, while Expo has hosted other popular Indian singers and entertainers such as Neha Kakkar, and Indian rapper and singer Badshah.
Expo 2020 will run until 31 March 2022, and invites visitors from all over the planet to join the making of a new world, as it looks to build bridges and bring together nations, communities and individuals to shape a better post-pandemic future for everyone.
About Expo 2020 Dubai
From 1 October 2021-31 March 2022, Expo 2020 Dubai welcomes visitors from every corner of the globe to join the making of a new world, as it brings together the planet in one place to reimagine tomorrow.
- With the purpose of ‘Connecting Minds, Creating the Future’, Expo 2020 is the world’s most impactful global incubator for new ideas, catalysing an exchange of new perspectives and inspiring action to deliver real-life solutions to real-world challenges
- Expo 2020 is the biggest cultural gathering in the world, presenting a visually striking and emotionally inspiring 182 days, as more than 200 participants – including nations, multilateral organisations, businesses and educational institutions, as well as millions of visitors – create the largest and most diverse World Expo ever
- Expo 2020’s subthemes of Opportunity, Mobility and Sustainability will inspire visitors to preserve and protect our planet, explore new frontiers and build a better future for everyone
- For six months, Expo 2020 is a must-visit family destination, with thousands of events, amazing exploratory experiences, and free entry for children up to age 18
- Expo is committed to building a more equitable and just world for everyone, while keeping visitors safe by following the latest guidance of the world’s leading medical, science and health experts
- Expo 2020 is the first World Expo to take place in the Middle East, Africa and South Asia (MEASA) region, located on a 4.38 sqkm site adjacent to Al Maktoum International Airport in Dubai South
- Built with a meaningful and measurable long-term legacy in mind, the Expo site will transform into District 2020 – a model global community that will rethink the cities of the future – after Expo 2020 closes its doors
How to cover Expo 2020 Dubai in person at event time or report on the event remotely
To attend Expo 2020 or cover Expo 2020 remotely using content and assets generated by Expo, you must be accredited.
To kick off your journey with Expo 2020, please ensure that you:
- Register to access our Media Information System, Tawassul at https://media.expo2020dubai.com.
Tawassul is regularly updated, providing the latest content assets, including press releases, photographs, audio and video, the electronic media kit, and information on broadcast and photography operations. It also provides you with important information and updates on facilities and services, such as media accreditation, visa information for international-accredited media, and permits. Access to other media-related systems (Media Asset Management System and Media Bookings System), which launched in Q2 2021, will only be permitted to accredited media (see below). Information about these systems can be found on Tawassul.
- Once registered, submit an Expo 2020 Media Accreditation expression of interest.
Within this expression of interest, please appoint an Accreditation Liaison Officer (ALO) from within your organisation, who will act as the single point of contact with Expo 2020 for media accreditation. Following this, approved media organisations will be provided login details and instructions for the accreditation system to enable them to submit applications.
About World Expos
In 1851, Crystal Palace was the centrepiece of London’s Great Exhibition – the first World Expo. It celebrated the man-made industrial wonders of a rapidly-changing world. Architecture, contents and a theme, ‘Industry of All Nations’, were combined to create a big idea of nations meeting nations in shared technological and commercial progress. In more recent years, participants in World Expos, including governments, international organisations and companies, have gathered to find solutions to universal challenges, and to promote their achievements, products, ideas, innovations, their national brand, and their nations as destinations for tourism, trade and investment.
World Expos are held under the auspices of the Bureau International des Expositions (BIE), the intergovernmental organisation responsibe for overseeing and regulating international exhibitions (‘Expos’) and for fostering their core values of Education, Innovation and Cooperation. Today, four types of Expos are organised under the BIE’s auspices: World Expos, Specialised Expos, Horticultural Expos and the Triennale di Milano.
