Amitabh Bachchan lookalike at Deira Gold Souk

A guerrilla stunt in which an Amitabh Bachchan lookalike walked Deira Gold Souk inside a ring of bodyguards, with a noon Minutes rider the only person allowed close enough to take a selfie and video-call his mother. The rider appeared in every frame of the user footage that followed, drawing 2.95 million views with no paid media behind it.

The brief

Dubai's social media audience, which noon Minutes wanted to reach with its riders front and centre and no paid media.

The idea

An Amitabh Bachchan lookalike toured Deira Gold Souk ringed by bodyguards, letting only a noon Minutes rider near for a selfie and a video call to his mother, so the rider filled every bystander clip.

What to borrow

Staging a moment that strangers will film anyway, with your branded courier at the centre, turns their footage into your ad.

Brand	noon Minutes
Agency	Plug Media
Talent	Not named
Channels	social, digital
Source	Campaign Middle East