DRA Onboards Rashmika Mandanna As Its First Ever Brand Ambassador

DRA announced PAN India Star Rashmika Mandanna as its first-ever Brand Ambassador. The move comes in line with the company’s refreshed brand philosophy ‘Home of Pride’, which is set to fuel the next phase of transformative growth. As part of the brand's ongoing transformation, DRA has launched a powerful TV commercial (TVC) featuring Rashmika that showcases the emotional connection people share with their homes. Apart from the TVC, DRA will be launching an integrated marketing campaign that includes print advertisements, digital promotions, multiplex and out-of-home (OOH) activations.

By roping Rahsmika Mandanna as its Brand Ambassador, DRA aims to further increase its market share and strengthen its pride-connect with customers, employees and the partners. This collaboration also underscores DRA’s commitment to offer quality, spacious homes at the right price point while instilling a sense of pride in every home buyer. DRA will roll out its ‘Home of Pride’ campaign with Rashmika Mandanna starting from 29th November 2024. The 360-degree integrated campaign will have a balance of TV commercials across leading channels, print commercials, social media promotions, multiplexes and OOH activations. The new brand philosophy and the architecture was designed and developed by Blue Noodles.

Commenting on the occasion, Ranjeeth Rathod, Managing Director - DRA said “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 journey of relentless passion and commitment to excellence. As a Brand Ambassador, Rashmika represents the very essence of what DRA stands for and together, we look forward to building not just homes, but lasting legacies for our customers.”

Sharing her views on the association, Actress Rashmika Mandanna, said “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, and I’m so excited to be a part of it. I’m also looking forward to seeing DRA expand its 'Home of Pride' philosophy and bring dreams of homeownership to even more aspiring buyers in the years to come”

The TVC was directed by the acclaimed filmmaker Gautam Vasudev Menon, known for his distinctive storytelling, ensuring the films resonate with audiences on an emotional level. 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.