A Tale of Magic

How do you make a fragrance feel less like a product and more like a legend?

That was the question behind Abdelsamad Alqourashi's collaboration with Huda Kattan. How do you pair a heritage fragrance house with a global icon while also proving Middle Eastern audiences didn't need to borrow someone else's idea of luxury to see their own culture at its height.

So the campaign built enchantment first, product second. Rannat Khilkhal became a story before it became a scent. Royal, refined, and shot across Dubai and Paris with visuals that felt closer to myth than marketing. From there it went everywhere at once: TV, digital, social, in-store, impossible to miss.

Behind the scenes, from Dubai to Paris

The result was a fragrance that became inevitable. Visibility rose, sales followed, and Abdelsamad Alqourashi proved a brand rooted in Middle Eastern heritage could stand beside any global icon without losing what made it distinct.

A takeover at The Boulevard

It confirmed something we keep coming back to: heritage isn't an over-constraint on luxury positioning. Done right, it can be the whole case for it.

Slide images for OOH across Saudi & UAE