Shah Rukh Khan is back promoting Dubai in a new video campaign with Dubai Tourism. Photo: DTCM
Shah Rukh Khan is back promoting Dubai in a new video campaign with Dubai Tourism. Photo: DTCM
Shah Rukh Khan is back promoting Dubai in a new video campaign with Dubai Tourism. Photo: DTCM
Shah Rukh Khan is back promoting Dubai in a new video campaign with Dubai Tourism. Photo: DTCM

Shah Rukh Khan has 'best day of his life' in new Dubai Tourism campaign


Hayley Skirka
  • English
  • Arabic

Shah Rukh Khan is the face of another new Dubai Tourism campaign, continuing the run of celebrity-studded videos.

One of the biggest names in Bollywood, Khan appears in an advertisement that shows him dancing at Dubai Creek, visiting the recently opened Museum of the Future and shopping at one of the biggest malls in the world.

The video, called Dubai Presents: Shah Rukh Khan, was released by the emirate's Department of Economy and Tourism on Tuesday. It's the fourth collaboration between the Bollywood legend and the tourism authority.

Shot over three days in November 2020, it shows the star singing and dancing to music by Indian duo Vishal-Shekhar.

The score is combined with the lyrics of a poem written by Sheikh Mohammed bin Rashid, Vice President and Ruler of Dubai, which reads, “Dubai is the rarest land of wonder, as it charms you, captives you and enlightens you.”

Aimed at "rekindling the spirit of travel and aspiring travellers to explore Dubai, like never before", the video shows the megastar wrap up a film shoot in front of Atlantis, The Palm, before heading out to explore the city.

He runs on the beach, scoring a goal in a game of football with Burj Al Arab — Dubai's "seven-star hotel" — serving as an impressive backdrop.

One of the world's richest actors, Khan is also seen exploring the souqs of old Dubai, where he stops to clean a vendor’s glasses for him.

He also appears to gatecrash a party in Dubai Marina, after his daughter Suhana Khan, 21, calls and tells her father: “You're in Dubai, walk around, have fun”.

Famed for his charm, personality and box-office success, Khan wraps up the video on a balcony overlooking Dubai’s glittering skyline, telling his daughter that he had "the best day of his life".

Shah Rukh Khan at the Dubai Fountain. The star has released a new video campaign to promote tourism in the emirate. Photo: Dubai Tourism
Shah Rukh Khan at the Dubai Fountain. The star has released a new video campaign to promote tourism in the emirate. Photo: Dubai Tourism

Khan posted the video to his Instagram, where he has more than 28 million followers, with the caption: "Every experience becomes a special memory in Dubai".

At the time of writing, the video had 2,228,111 views on Instagram and 1,195,364 views on YouTube.

“Dubai is my second home. There is something about the city that keeps calling me back. I am amazed by the warmth, hospitality, love and memories that Dubai and its people have given me over the years. Dubai is much more than its breathtaking locations and extravagance; it's a feeling. The city is full of surprises, and every time I visit, I know that there’s something new that awaits me," Khan previously said of the emirate.

Celebrity-endorsed Dubai

The Bollywood star is one of several celebrities to endorse Dubai.

In 2019, he invited Gwyneth Paltrow to be part of his #BeMyGuest campaign in collaboration with Visit Dubai.

In a video called The Revelation, the sixth episode of the series released in 2019, Khan is seen bumping into the Hollywood actress on a beach.

Gwyneth Paltrow in Dubai Tourism's ‘A Story Takes Flight’ campaign video. Photo: Dubai Tourism
Gwyneth Paltrow in Dubai Tourism's ‘A Story Takes Flight’ campaign video. Photo: Dubai Tourism

Visit Dubai's most recent star-studded collaboration was an action-packed, film-style campaign with Hollywood stars Zac Efron and Jessica Alba.

Released in August, it features the American actors skydiving off Burj Al Arab, whizzing through Madinat Jumeirah's waterways and navigating Al Fahidi on scooters.

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1. Domestic VAT refund amendments: request your refund within five years

If a business does not apply for the refund on time, they lose their credit.

2. E-invoicing in the UAE

Businesses should continue preparing for the implementation of e-invoicing in the UAE, with 2026 a preparation and transition period ahead of phased mandatory adoption. 

3. More tax audits

Tax authorities are increasingly using data already available across multiple filings to identify audit risks. 

4. More beneficial VAT and excise tax penalty regime

Tax disputes are expected to become more frequent and more structured, with clearer administrative objection and appeal processes. The UAE has adopted a new penalty regime for VAT and excise disputes, which now mirrors the penalty regime for corporate tax.

5. Greater emphasis on statutory audit

There is a greater need for the accuracy of financial statements. The International Financial Reporting Standards standards need to be strictly adhered to and, as a result, the quality of the audits will need to increase.

6. Further transfer pricing enforcement

Transfer pricing enforcement, which refers to the practice of establishing prices for internal transactions between related entities, is expected to broaden in scope. The UAE will shortly open the possibility to negotiate advance pricing agreements, or essentially rulings for transfer pricing purposes. 

7. Limited time periods for audits

Recent amendments also introduce a default five-year limitation period for tax audits and assessments, subject to specific statutory exceptions. While the standard audit and assessment period is five years, this may be extended to up to 15 years in cases involving fraud or tax evasion. 

8. Pillar 2 implementation 

Many multinational groups will begin to feel the practical effect of the Domestic Minimum Top-Up Tax (DMTT), the UAE's implementation of the OECD’s global minimum tax under Pillar 2. While the rules apply for financial years starting on or after January 1, 2025, it is 2026 that marks the transition to an operational phase.

9. Reduced compliance obligations for imported goods and services

Businesses that apply the reverse-charge mechanism for VAT purposes in the UAE may benefit from reduced compliance obligations. 

10. Substance and CbC reporting focus

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Contributed by Thomas Vanhee and Hend Rashwan, Aurifer

UPI facts

More than 2.2 million Indian tourists arrived in UAE in 2023
More than 3.5 million Indians reside in UAE
Indian tourists can make purchases in UAE using rupee accounts in India through QR-code-based UPI real-time payment systems
Indian residents in UAE can use their non-resident NRO and NRE accounts held in Indian banks linked to a UAE mobile number for UPI transactions

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Venue and schedule Sharjah Cricket Stadium, December 14 to 17

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Bengal Lions Leading player: Sarfraz Ahmed; Top picks: Sunil Narine, Mustafizur Rahman; UAE players: Mohammed Naveed, Rameez Shahzad

Kerala Kings Leading player: Eoin Morgan; Top picks: Kieron Pollard, Sohail Tanvir; UAE players: Rohan Mustafa, Imran Haider

Pakhtoons Leading player: Shahid Afridi; Top picks: Fakhar Zaman, Tamim Iqbal; UAE players: Amjad Javed, Saqlain Haider

Punjabi Legends Leading player: Shoaib Malik; Top picks: Hasan Ali, Chris Jordan; UAE players: Ghulam Shabber, Shareef Asadullah

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The worker must also have an attested educational certificate higher than secondary or an equivalent certification, and earn a monthly salary of at least Dh4,000. 

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Stars: Zakaria Inan, Sabrina Ouazani

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The main difference between blockchain and other forms of DLT is the way data is stored as ‘blocks’ – new transactions are added to the existing ‘chain’ of past transactions, hence the name ‘blockchain’. It is impossible to delete or modify information on the chain due to the replication of blocks across various locations.

Blockchain is mostly associated with cryptocurrency Bitcoin. Due to the inability to tamper with transactions, advocates say this makes the currency more secure and safer than traditional systems. It is maintained by a network of people referred to as ‘miners’, who receive rewards for solving complex mathematical equations that enable transactions to go through.

However, one of the major problems that has come to light has been the presence of illicit material buried in the Bitcoin blockchain, linking it to the dark web.

Other blockchain platforms can offer things like smart contracts, which are automatically implemented when specific conditions from all interested parties are reached, cutting the time involved and the risk of mistakes. Another use could be storing medical records, as patients can be confident their information cannot be changed. The technology can also be used in supply chains, voting and has the potential to used for storing property records.

The past Palme d'Or winners

2018 Shoplifters, Hirokazu Kore-eda

2017 The Square, Ruben Ostlund

2016 I, Daniel Blake, Ken Loach

2015 DheepanJacques Audiard

2014 Winter Sleep (Kış Uykusu), Nuri Bilge Ceylan

2013 Blue is the Warmest Colour (La Vie d'Adèle: Chapitres 1 et 2), Abdellatif Kechiche, Adele Exarchopoulos and Lea Seydoux

2012 Amour, Michael Haneke

2011 The Tree of LifeTerrence Malick

2010 Uncle Boonmee Who Can Recall His Past Lives (Lung Bunmi Raluek Chat), Apichatpong Weerasethakul

2009 The White Ribbon (Eine deutsche Kindergeschichte), Michael Haneke

2008 The Class (Entre les murs), Laurent Cantet

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02.32am (Thursday): Marc Leishman/Joaquin Niemann v Tiger Woods/Justin Thomas
02.47am (Thursday): Adam Hadwin/Im Sung-jae v Xander Schauffele/Patrick Cantlay
03.02am (Thursday): Adam Scott/An Byeong-hun v Bryson DeChambeau/Tony Finau
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UAE SQUAD

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Labour dispute

The insured employee may still file an ILOE claim even if a labour dispute is ongoing post termination, but the insurer may suspend or reject payment, until the courts resolve the dispute, especially if the reason for termination is contested. The outcome of the labour court proceedings can directly affect eligibility.


- Abdullah Ishnaneh, Partner, BSA Law 

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Who's who in Yemen conflict

Houthis: Iran-backed rebels who occupy Sanaa and run unrecognised government

Yemeni government: Exiled government in Aden led by eight-member Presidential Leadership Council

Southern Transitional Council: Faction in Yemeni government that seeks autonomy for the south

Habrish 'rebels': Tribal-backed forces feuding with STC over control of oil in government territory

Bombshell

Director: Jay Roach

Stars: Nicole Kidman, Charlize Theron, Margot Robbie 

Four out of five stars 

The five pillars of Islam

1. Fasting 

2. Prayer 

3. Hajj 

4. Shahada 

5. Zakat 

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Updated: March 10, 2022, 9:16 AM