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Campaign Middle East
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Shantelle Nagarajan
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DLMDD launches scent and sound branding in the Middle East

Shantelle Nagarajan
posted on

Through multisensory branding that blends scent and sound, the Middle East can make brand recognition and recall easier across environments.

scent branding

Multisensory branding has arrived in the Middle East, with the pairing of scent alongside sound to strengthen emotional recall.

UK-based sonic branding agency DLMDD is among the first to test the idea locally, unveiling a scent-and-sound offering with Quintessence Fragrances at Beauty World Middle East 2025.

“Scent is the most powerful human sense for memory and has long held a meaningful place in culture throughout the Middle East,” said Max De Lucia, Co-Founder, DLMDD. “Yet, it remains one of the most underused tools in branding.”

“As branding increasingly considers all five senses, the natural next step from identity in sound is identity in scent.”

“DLMDD is now the first agency


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Tags:AttentionbrandingDLMDDemotionfragmentationMax De Luciamultisensory brandingrecallscentsonic
the authorShantelle Nagarajan
Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.
All posts byShantelle Nagarajan

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