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.
Ajmal’s sponsorship of the premiere further highlighted the brand’s continued commitment to supporting Emirati culture, creative expression, and homegrown talent. From its humble beginnings to becoming a globally recognised fragrance house, Ajmal has remained rooted in the region’s heritage while continuously evolving through innovation mirroring the journey of contemporary Emirati cinema itself.
An Evening of Distinguished
The premiere welcomed Oscar Award–winning composer A. R. Rahman as Guest of Honour, reinforcing the film’s international calibre. The distinguished guest list included H.E. Sumaya Bin Hareb Al Suwaidi, Member of the Federal National Council; Ms. Khadija Al Bastaki, Senior Vice President of Dubai Design District (d3); Ms. Hongxiang Qi, screenwriter, author and producer; Eng. Maitha Alblooshi, advocate for Emirati women’s empowerment; alongside regional cinema figures such as Mayssa Maghrebi and Mansour Al Feeli. Their presence reflected the film’s cultural significance and its resonance across leadership, arts, and industry.
Supported by the UAE Ministry of Culture’s National Grant for Culture and Creativity, BAAB marks a defining step forward for Emirati storytelling deeply rooted in place and perspective, yet universally resonant.
About Ajmal Perfumes:
Rooted in the rich heritage of Arabian perfumery, Ajmal Perfumes began its perfumery journey with the world’s oldest form of fragrances: perfume oils. Over the last 75 years, Ajmal has carved a unique niche in the global fragrance industry as a fully integrated producer, manufacturer, distributor, and retailer. Offering a rich portfolio that blends traditional Arabian compositions with modern Western perfumery. Ajmal is especially renowned for its mastery in crafting the most exquisite Oud and Oud-related products. Today, Ajmal’s retail presence spans 350+ exclusive showrooms across the GCC and worldwide, with distribution in over 60 countries and a strong footprint across 80+ duty-free and travel retail points globally.