An evening of Immersive Emirati Cinema and Culture in collaboration with Ajmal Perfumes
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.
“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.”
– Abdulla Ajmal, CEO of Ajmal Group
The premiere welcomed Oscar Award–winning composer AR 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 Bollywood actors Jaaved Jaaferi, Saurabh Sachdeva and 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.