Dubai, United Arab Emirates — The official UAE premiere of the Emirati film BAAB at VOX Cinemas in Wafi City was marked by an innovative fusion of cinema and cultural expression that highlighted the growing prominence of local storytelling.
The event drew notable figures from the world of film, art, and culture, underscoring Emirati cinema’s expanding visibility both within the region and internationally. As part of the evening, Ajmal Perfumes enhanced the experience with a sensory twist: guests received wristbands infused with the brand’s new Strings of Oud fragrance, blending the sense of smell with the emotional and visual impact of the film.
Abdulla Ajmal, CEO of Ajmal Group, described the partnership as a way to deepen audience engagement by linking scent and storytelling — a combination that resonates with local heritage while embracing contemporary creativity.
The collaboration showcased how different artistic mediums can interact to enrich cultural experiences, with Ajmal’s involvement reaffirming its support for homegrown arts and talent. The premiere also featured a distinguished guest list, including an Oscar-winning composer and leaders from both the creative and cultural sectors, reflecting the event’s broad appeal and significance.
Endorsed by the UAE Ministry of Culture’s National Grant for Culture and Creativity, BAAB represents a key moment for storytelling rooted in the UAE’s identity with themes that aim to touch global audiences as well as local ones.
