Chennai: DRA, a real estate landscape, has announced the signing of PAN India star Rashmika Mandanna as its first-ever brand ambassador. This partnership aligns with the company’s refreshed brand philosophy, “Home of Pride”, marking the next phase of DRA’s transformative growth strategy. As part of the brand’s revitalization, DRA has launched a compelling TV commercial (TVC) featuring Rashmika, capturing the emotional connection people have with their homes. The campaign will also extend across a 360-degree integrated marketing approach, including print advertisements, digital promotions, multiplex activations, and out-of-home (OOH) efforts.
With Rashmika Mandanna on board, DRA aims to enhance its market presence, forging stronger connections with customers, employees, and business partners. The collaboration underscores DRA’s commitment to delivering quality, spacious homes at accessible price points, while fostering a sense of pride among every homebuyer. The new campaign, titled “Home of Pride,” will roll out starting 29th November 2024, and will feature TV commercials across leading national channels, as well as a wide-reaching strategy involving print, digital, and outdoor media.
Ranjeeth Rathod, Managing Director of DRA, commented on the partnership, saying, “We are thrilled to have Rashmika Mandanna join us as our national Brand Ambassador, embodying the essence of our renewed philosophy – ‘Home of Pride.’ Rashmika’s incredible rise from humble beginnings to becoming a self-made national star mirrors the spirit of perseverance, authenticity, and growth, much like DRA’s own journey. Together, we look forward to building not just homes, but lasting legacies for our customers.”
Rashmika Mandanna shared her excitement about the association, saying, “I’m excited to join hands with DRA as their Brand Ambassador. As DRA embarks on their new journey, one that is filled with immense pride, I have no doubt that this journey will be one of great success. I’m excited to be a part of it and look forward to seeing DRA expand its ‘Home of Pride’ philosophy, bringing the dream of homeownership to even more aspiring buyers in the years to come.”
The TVC has been directed by the acclaimed filmmaker Gautam Vasudev Menon, known for his emotional storytelling, ensuring that the campaign resonates deeply with audiences. The entire brand architecture and concept behind the new philosophy were created by Blue Noodles, a leading creative agency specializing in brand strategies and campaigns.
This partnership marks a significant milestone for DRA as it continues to position itself as a leader in delivering homes that customers take pride in, blending aspiration with affordability for the modern homebuyer.
