Virat Kohli and Anushka Sharma in an Ad for Dubai Tourism. ???? pic.twitter.com/7F4HfTpikB
— Mufaddal Vohra (@mufaddal_vohra) June 2, 2025
Skip to October 9, 2025, the same strategy was adopted by the Emirati’s capital Abu Dhabi, that roped in another power couple in Deepika Padukone and Ranveer Singh for its campaign “Mera Sukoon”, only to have been panned by Indian audiences for all the wrong reasons.
Netizens were quick to notice Deepika, who champions women’s empowerment, wear a abaya in the latest ad campaign and trolled the actress for contradicting her earlier advocacy of personal freedom in a 2015 video My Choice, where she speaks on the lines, “To wear a Bindi or not, my choice” and “I decide the clothes I wear.
The video went viral and the Bollywood power couple, especially Deepika was at the centre of the heated social media debate. In the campaign film, viewers see Deepika draped in a rust coloured abaya (a traditional outfit that Muslim women wear in the Middle East) covering her head, moving through iconic landmarks and scenic spaces, accompanied by Ranveer’s voiceovers and poetic reflections.
Also read | Visit Dubai ropes in Virat Kohli, Anushka Sharma to showcase city’s lesser-known charms
Criticism erupted online from users who questioned the actress, “What happened to ‘My Choice’?” after witnessing Deepika in the ad saying, “We travel to see the world, but sometimes we end up seeing ourselves.”
Another post spoke about, “On Hindu Traditions ‘My body, My Choice’. But no problem in wearing ‘Hijab’ for money. This is the reality of fake feminists like Deepika Padukone. They are no feminists …”
Remember Deepika Padukone’s video “My Choice”?
“To wear a Bindi or not, my choice”
“I decide the clothes I wear”Now Deepika Padukone has made video promoting Abu Dhabi tourism wearing Hijab.
What happened to “My Choice”? pic.twitter.com/y6bbIrqGYs
— Ankur Singh (@iAnkurSingh) October 7, 2025
However, many of Deepika’s supporters rushed to her defence, praising her respect for cultural norms. “This is Deepika Padukone when she has gone to temples. She has always been respectful toward the culture of India. In the tourism commercial, she is wearing what is appropriate for that culture. You should be proud of someone who can go to any country and be respectful,” one fan commented.
Also read | 13 things you must know about the ₹700 crore Hindu temple being built in Abu Dhabi
Another posted: “This gorgeous hijab gave a glamorous look to Deepika. Their respect for Arab cultures and her wearing the hijab increases my love for her..” Neither Deepika nor the Abu Dhabi Department of Culture and Tourism has made an official statement responding to the backlash or acclaim.
Abu Dhabi is home to the BAPS Hindu Temple, which was built on land donated by the UAE President and serves as a symbol of cultural inclusivity and interfaith harmony, featuring seven shikharas, a Wall of Harmony, and the Dome of Harmony. The temple is open to visitors, though it requires adherence to a dress code, and is free to enter.
