From left: Abdulla Ajmal, CEO, Ajmal Group; Bollywood Actor Ranveer Singh; Anup Kondakundi, Vice President – Marketing Strategy and Brand Transformation, Ajmal Dubai.Earlier this year, Ajmal Dubai announced Bollywood actor Ranveer Singh as its newest brand ambassador. The announcement, revealed in a luxurious hero film, has collected more the eight million views across the brand’s owned accounts on Instagram.
Ajmal Dubai strategically chose Singh for his personality and creative instincts. The actor will collaborate with the luxury perfumer as a creative partner as part of his ambassadorship, taking his role a step further to influence the tone and personality of the work he’s involved instead of just being a face of the brand.
“Ranveer Singh’s dynamic on screen presence and individuality reflect the brand’s belief that fragrance is an extension of one’s identity,” said Abdulla Ajmal, CEO, Ajmal Group.
Following its recent rebrand, the move is a step towards actualising Ajmal Dubai’s strategy of strengthening its global footprint. The brand also aims to tap Singh’s cross-market influence to differentiate itself from competitors in the category.
According to Ajmal, Singh represents the modern, confident voice that brings the brand’s evolution to life. “The collaboration bridges heritage and modernity, connecting a globally recognised Indian superstar with a Middle Eastern fragrance house expanding internationally,” he said.
The brand specifically went with Singh over other celebrities as his global recognition and individuality “perfectly aligns” with Ajmal Dubai’s philosophy of self-expression through fragrance.
“Key signals included his ability to connect with diverse audiences in India and the UAE,” said Anup Kondakundi, Vice President – Marketing Strategy and Brand Transformation, Ajmal Dubai.
“His charismatic persona that mirrors the multidimensional qualities of Ajmal’s fragrances, and his prior track record of authenticity and engagement with fans,” he added.
View this post on Instagram
A look into Ajmal Dubai’s go-to-market strategy
Ajmal Dubai aims to reinforce its craftsmanship and legacy through more immersive and emotionally resonant campaigns. As a result, the first iterations of the ‘Your Unseen Power‘ campaign featuring Singh have been rolled-out with a digital-heavy approach.
Extensive media outreach was achieved through social media platforms and Google 3rd party platforms for higher impression and considerations. Additionally, the campaign was also tapped cinema advertising in India, rolled-out across PVR (a leading cinema chain in the sub-continent) screens across the country along with activation counters for higher consumer engagement.
“The goal of the campaign is to emphasize Ajmal’s positioning as an aspirational, premium brand and drive consideration and purchase intent for Ajmal amongst the newer generation consumers and build a long-term equity through the association with Ranveer Singh,” said Kondakundi.
The campaign was further amplified across Ajmal Dubai’s retail boutiques, leading fragrance retailers, major online platforms, and key digital channels including social media and content partnerships.
Balancing authenticity with commercial intent
Another strategic element behind the partnership is Ajmal Dubai’s intention to authentically connect with consumers across the globe. The brand has ensured the partnership is rooted in shared values rather than transactional endorsement.
“Ranveer’s genuine connection to the idea that fragrance expresses personality reinforces credibility, while the campaign’s emphasis on storytelling preserves emotional depth,” said Ajmal.
The luxury perfumer claims that the partnership is rooted in authentic alignment rather than transactional celebrity endorsement. “Singh’s persona naturally embodies the brand’s core values of individuality, confidence, and charisma, which makes the storytelling resonate beyond typical promotional fatigue,” said Kondakundi.
By linking the ambassador to personal experience and the idea of ‘Your Unseen Power’, the campaign aims to maintain emotional relevance rather than relying solely on visibility.
In terms of ROI, the brand is tracking impressions and media reach as well as tangible business and brand indicators such as sales growth of the featured fragrances and brand mentions by key opinion leaders. Ajmal Dubai is also tracking increased brand visibility across retail and e-commerce establishments. This includes positive sentiments and meaningful digital interactions which result in the overall growth of market share in India and UAE.
