Ajmal Perfumes is sharpening its focus on experiential activations as a core growth lever, particularly in a category where product trials directly influence purchase.
In a recent interview, CEO Abdulla Ajmal emphasised the importance of this approach, noting that activations account for nearly a quarter of the brand’s marketing mix and are “extremely critical” to driving engagement and conversion.
A key example of this strategy is the brand’s large-scale activation at the Burj Khalifa in Dubai. As part of the launch of its premium ‘Untold Stories’ collection, Ajmal turned the landmark into a projection-led storytelling platform, supported by a synchronised drone show.
The activation combined spectacle with brand narrative, delivering high visibility while creating a shared, real-time consumer experience.
Beyond large-format executions, Ajmal is also investing in smaller, high-engagement formats. The brand’s “Perfumery Dinners,” hosted in cities such as Mumbai and Bengaluru, are designed as immersive activations where fragrance ingredients are translated into curated dining experiences.
As Abdulla Ajmal explained in the interview, chefs are tasked with incorporating perfume notes into multi-course meals, allowing consumers to engage with scent through taste and storytelling.
These activations are structured to address a key challenge in fragrance marketing; limited ability to communicate the product through traditional media. By creating environments where consumers can directly experience scent, Ajmal is using activations to bridge the gap between awareness and trial. More
