Ajmal Perfumes has named Bollywood actor Ranveer Singh as its brand ambassador for India and the United Arab Emirates, signalling a strategic push to deepen its presence across key consumer markets in South Asia and the Gulf. The fragrance house, headquartered in Dubai, said the partnership is aimed at strengthening brand visibility and connecting with a younger, aspirational audience.The announcement marks one of the company’s most high-profile endorsements, aligning its image with an actor known for his energetic screen persona and strong appeal among urban consumers. Ranveer Singh, who has built a reputation through commercially successful films and a distinctive public image, is expected to front campaigns spanning digital, retail and experiential marketing initiatives.
Ajmal, a family-owned enterprise with roots tracing back more than seven decades, has steadily evolved from a regional perfumery into a global fragrance brand with operations in over 40 countries. Its portfolio ranges from traditional attars to contemporary eau de parfum offerings, catering to both mass and premium segments. The company’s decision to collaborate with Singh reflects a broader shift within the fragrance industry towards celebrity-led branding to capture attention in highly competitive markets.
Executives at Ajmal described the partnership as a natural fit, pointing to Singh’s versatility and cross-market appeal. His popularity in both India and overseas markets, including the Gulf where a large South Asian diaspora resides, is seen as a key advantage in driving brand recall and expanding customer engagement. The actor’s association is also expected to support Ajmal’s retail growth strategy, particularly as it continues to scale its presence through standalone stores and e-commerce channels.
The fragrance sector in the Gulf and South Asia has witnessed steady expansion, supported by rising disposable incomes, evolving consumer preferences and an increasing appetite for premium personal care products. Market analysts note that younger consumers are gravitating towards niche and personalised scents, while also responding strongly to celebrity endorsements and lifestyle branding. Against this backdrop, Ajmal’s move mirrors a wider industry trend where brands are leveraging star power to differentiate themselves and accelerate growth.
Ranveer Singh’s endorsement portfolio has expanded significantly over the past decade, spanning categories such as apparel, technology, food and personal care. His association with Ajmal adds to a roster of brands seeking to tap into his influence across digital platforms and mainstream media. The actor’s strong social media presence, combined with his ability to resonate with diverse audiences, is expected to amplify Ajmal’s marketing campaigns.
Company representatives indicated that upcoming campaigns will highlight both the heritage and modernity of the Ajmal brand. By combining traditional craftsmanship with contemporary storytelling, the firm aims to position itself as a bridge between legacy perfumery and modern consumer expectations. Singh’s involvement is expected to play a central role in conveying this narrative, particularly through visually driven campaigns designed to appeal to younger demographics.
Industry observers say the collaboration comes at a time when fragrance brands are investing heavily in branding and storytelling to maintain relevance. The growing influence of digital commerce has intensified competition, with consumers exposed to a wider range of international and niche brands. In response, established players are increasingly adopting integrated marketing strategies that blend celebrity endorsements with immersive retail experiences.
Ajmal’s expansion strategy has also included strengthening its footprint in organised retail across India, where demand for branded fragrances has grown alongside the expansion of shopping malls and online marketplaces. The company has been focusing on tier-two and tier-three cities, aiming to capture emerging consumer segments that are becoming more brand-conscious.
Within the Gulf, Ajmal continues to benefit from strong cultural affinity for perfumery, particularly in markets such as the UAE and Saudi Arabia. The region’s long-standing tradition of fragrance use, combined with a robust retail infrastructure, provides a conducive environment for growth. The addition of a high-profile ambassador is expected to reinforce Ajmal’s positioning in these markets while supporting its efforts to attract a broader, more diverse customer base.
The partnership also underscores the increasing convergence between entertainment and consumer branding. Celebrities are no longer just endorsers but are often central to brand storytelling, influencing everything from product design to campaign narratives. For Ajmal, aligning with a figure like Ranveer Singh represents an attempt to stay competitive in an industry where brand identity and emotional connection play a critical role in purchasing decisions.
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