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DAMAC Unveils ‘Islands 2’ Across Dubai's Skyline with Stars Alia Bhatt and Ranbir Kapoor
It is nothing new to see spectacles in Dubai's property sector, but the new Islands 2 campaign by DAMAC Properties raises visibility to a cinematic level. Running across digital screens, hoardings, mega com billboards, and unipoles, the developer has orchestrated a citywide reveal to match the scales of its upcoming waterfront project.
The visuals put Bollywood icons Alia Bhatt and Ranbir Kapoor at the center of the narrative, a strategic choice that gives the campaign immediate recognizability and a cross-regional pull. Their presence frames Islands 2 as a lifestyle anchored in aspiration, comfort, and global attention.
The strength of this campaign is partly in its look. DAMAC employs an enviable mix of format types to dominate the sightlines in high-traffic zones, like digital screens, large format digital hoardings on the highways, and wide panoramic shots of turquoise lagoons, floating villas. The real estate brand doesn’t stop there; they also add wraparound visuals and unipoles that marry aerial renders with celebrity stills for maximum stopping power.
The billboards feature close-up imagery that call out the starting price AED 2.75M and a teaser of "coming soon." At the core of the visuals is DAMAC's promise of resort-style living: crystalline lagoons, curvaceous architecture, verdant pockets of greenery, and homes positioned like secluded retreats. Paired with Bhatt and Kapoor, the imagery launches into something aspirational, between a movie frame and a preview to lifestyles.
DAMAC also focuses on its recent Guinness World Record achievement, the highest revenue generated by a real estate launch in 24 hours on 10 December 2024. They’re indirectly building brand credibility by highlighting the momentum behind the developer's new launches.
This rollout shows an understanding of Dubai's media behavior, long commutes, fast lanes, and an audience used to being spoken to in terms of luxury messaging. By leaning into multiple OOH types, DAMAC can ensure its visibility is covered, be drivers are cruising Sheikh Zayed Road, entering residential zones, or passing metro intersections.
DAMAC’s campaign landed on Dubai’s digital screens, hoardings, unipoles, and mega com billboards in the first week of December.
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