Dubai, United Arab Emirates, January 12, 2026: BAAB celebrated its official UAE premiere at VOX Cinemas, Wafi City, in an evening that brought together leading voices from film, culture, and the creative industries. The premiere stood as a powerful moment for Emirati cinema reflecting its growing confidence, visibility, and international resonance.

Demonstrating its dedication to preserving and promoting local culture, Ajmal Perfumes supported the event, whose involvement added a distinctive sensory dimension to the evening. As part of an innovative sensory marketing experience, Ajmal integrated the scent of its latest launch, Strings of Oud, into bespoke wristbands worn by every guest attending the premiere allowing audiences to experience the film not only visually and emotionally, but through fragrance.

Speaking on the collaboration, Abdulla Ajmal, CEO of Ajmal Group, said “Cinema has the power to move us beyond the screen, and scent has the ability to anchor those emotions in memory. By integrating Strings of Oud into the BAAB premiere experience, we aimed to create a multisensory dialogue between film, fragrance, and feeling that reflects both Emirati heritage and contemporary creativity.”

This strategic brand integration extended into the film itself, strengthening Ajmal’s longstanding connection to storytelling, memory, and emotion, the elements deeply embedded within the narrative of BAAB. The initiative reflected how scent, much like cinema, has the power to evoke memory, deepen emotional engagement, and create lasting impressions.

Continue reading An Immersive Interpretation of Emirati Cinema and Culture, in collaboration with Ajmal →