Shah Rukh Khan curates UNIFYD music festival in Abu Dhabi with Sonu Nigam, Arijit Singh, Karan Aujla

Shah Rukh Khan is set to curate the UNIFYD music festival in Abu Dhabi, with the promotional video highlighting performances by Sonu Nigam, Arijit Singh and Karan Aujla.

The campaign uses humor to introduce the event. In the promo, Shah Rukh asks, “Music, how hard can it be?” He then attempts to play several instruments, including the keyboard, saxophone, drums, guitar and violin. He also tries singing, but each effort ends unsuccessfully.

After the series of failed attempts, the actor concludes, “Let’s just leave this to the pros.” The video then shifts its focus to clips of Sonu Nigam, Arijit Singh and Karan Aujla performing at different concerts over the years.

A festival built around musical collaboration

Shah Rukh’s role in the promotion positions the festival as a meeting point for established and contemporary music talent. Rather than presenting himself as a performer, he uses the promo to direct attention to the featured singers and their live concert experience.

“It’s time to come together, it’s time to be unified,” he says in the video, linking the festival’s message to its name. The promotional campaign therefore centers on unity and a shared music experience, while the artist lineup provides its main focus.

What the promo reveals

The video confirms the Abu Dhabi setting and showcases Sonu Nigam, Arijit Singh and Karan Aujla as the performers associated with UNIFYD. Further event details are not provided in the source.