Ajmal Perfumes narrates ‘The Untold Stories' with celebrity perfumers

Campaign ME

11-03-2025

Collaborating with creative agency LPS Brands, Ajmal Perfumes has launched The Untold Stories to bring attention to its latest fragrance line.
The integrated campaign has been rolled out across social media, in both long- and short-form formats. The campaign was also spread through an out-of-home and media blitz, and launched with an event that featured a drone show, a takeover of the Burj Khalifa and a QR-code-led microsite.
'We reached out to the world of perfumery with this metaphorical blank piece of paper and asked them to draw up their inspiration,' said Abdulla Ajmal, CEO, Ajmal Perfumes in the campaign's 'CEO film'.
The five celebrity perfumers, Maxime Exler, Dalia Izem, Benjamin Bélizon, Nathalie Lorson, and Coralie Spicher, and their journeys with crafting the new signature scents are individually depicted within the campaign's hero film and their own individual videos that follow their creations of the five new scents.
'For Ajmal, this wasn't just about launching a new fragrance — it was about making history in the luxury perfume industry,' said Aasim Shaik, Managing Director of LPS. He explained that the scale and complexity of the campaign pushed the agency beyond just advertising. 'It blurred the lines between creativity, event production, and brand experience,' he said.
The film follows cheerfully integrated animations of blank sheets of paper (representing the pages in a storybook) take on creative forms of origami leaves, birds and flowers reflecting each master perfumer's 'Untold Story', and symbolising the notes each fragrance is rooted in.
'LPS had to design a campaign concept that embraced honoured this artistic freedom while ensuring a cohesive brand story,' Shaik explained. 'Instead of dictating a fixed narrative, we allowed the campaign to evolve organically, just like the perfumes themselves.'
The agency said it took a 360-degree approach, combining global talent with cinematic storytelling, actualised with the launch event at Atlantis The Royale, Dubai.
'Ajmal took a risk, and so did we. The result? A campaign that didn't just sell a product, it set a new benchmark for the fragrance industry,' said Shaik.
The campaign followed a structured multi-phase rollout plan. First, a teaser phase, which gathered more than 4m views on Instagram alone, followed by the interview film with CEO Ajmal and OOH displays ahead of the launch on 8 February.
'The highlight of the evening was a breathtaking drone show, where the story of the individual chapters was brought to life through a mesmerising book depiction in the sky,' said Shaik of the event. 'This was followed by two grand projections on the Burj Khalifa, visually narrating the fragrance's journey.'
The spectacle was live streamed on screens at the venue, creating a truly immersive experience for the audience. 'Additionally, an interactive QR-code-led microsite allowed attendees to explore the fragrance's story in depth, enhancing engagement and personalisation,' added Shaik.
Since the launch of 'The Five Chapters' of the Untold Stories fragrance line, Ajmal Perfumes will continue to market the scents with the campaign through May 2025, leveraging beauty bloggers and lifestyle influencers to amplify chatter around the line and keep the buzz going.
Credits:
Creative & Strategy: LPS Brands (conceptualisation, strategy, and execution)
Event Management: LPS Brands
Production Partners: Bigfoot Films + MLNK Studios (on-ground execution and logistics)
Executive Producer – Hamza Sheikh
Account Director – Vivek Namboodiri
Creative Director – Gareth Mankoo
Agency Art Director – Taqwa Awaad
Creative Producer – Mostafa Sayyad
Producer –Rania Salame
Production Coordinator – Eliisa Hammoud
Director: Pedro Tejada, Brazil
First Assistant Director (1st AD): Chris Marais
Cinematographer: Mila Shamraeva, Istanbul
Gaffer – Roland Baghdadi
Key Grip – Franscesco Paolo
Production Designer: César El Hayeck, Torronto
Art Director: Charbel Naimeh
Photographer – Tania Rex