Chennai: DRA has launched a new brand film featuring its brand ambassador Rashmika Mandanna, celebrating modern, independent women making bold investment moves. Released on the occasion of International Women’s Day, the campaign delivers a powerful message on women’s empowerment through homeownership, inspiring more women to take charge of their financial future.
Set to go live on March 8, 2025, the integrated brand campaign will be showcased across digital media platforms.
The brand film presents Rashmika Mandanna in a pivotal role, confidently purchasing her own home—challenging traditional norms where home buying has been predominantly male-driven. This campaign redefines independence and encourages women to consider real estate as a strong, long-term investment.
Manoj Vasudevan, Chief Sales and Marketing Officer of DRA, emphasized the growing role of women in real estate, stating, “Women have long been active investors and key decision-makers in the real estate sector, and this trend has only strengthened in recent years. At DRA, we have taken significant strides to support and empower women in homeownership, ensuring their preferences and aspirations are integral to our project planning. This brand film reflects that commitment, capturing the evolving role of women as confident homebuyers and investors. With women now comprising 32% of our customer base, we see a growing trust in real estate as a secure, long-term investment. This Women’s Day, we celebrate their financial independence and ambition in shaping their own futures.”
Rashmika Mandanna, expressing her excitement about the campaign, shared, “As a woman, making independent choices, especially in homeownership, is a powerful step toward financial and personal empowerment. Owning a home isn’t just about security—it’s about shaping your future on your terms. I’m proud to be associated with DRA, a brand that actively supports and encourages women in this journey. More women today are taking charge of their investment decisions, and this campaign, fittingly launched on Women’s Day, reflects their growing confidence.”
The brand film is masterfully directed by Gautam Vasudev Menon, whose signature storytelling evokes powerful emotions, while the conceptual framework has been designed by Blue Noodles, a leading creative agency.
