Indian Real Estate Company DRA Refreshes Brand Image With  Rashmika Mandanna

Real estate company DRA has struck a deal with Pan-Indian actor Rashmika Mandanna  as its first-ever brand ambassador. 

As part of the Indian real estate company’s brand revamp, DRA has launched ‘Home of Pride’—  a 360-degree multi-pronged campaign spearheaded by creative agency Blue Noodles— featuring the 28-year-old acting icon who showcases the connection people share with their homes.  

Besides a TVC directed by acclaimed film director Gautam Vasudev Menon , DRA’s campaign also includes print advertisements, digital promotions, multiplex and out-of-home (OOH) activations.

Ranjeeth Rathod, DRA’s Managing Director, shared,  “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.”

Rashmika Mandanna, echoed, “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”

According to ASN data, the real estate category has invested almost US$245m in the Asian sponsorship landscape since Q122, with a quarterly average spend of US$21.5m during this period. However, spends for the first three quarters of 2024 dropped between US$ 6.5m and US$8.9m, but there is a sign of recovery with Q424 tipped to hit US$20.4m+. The three major markets for investment are China (42%), Japan (35.6%) and Singapore (9.3%) while India has a mere 0.8% share and barely squeaks into the 9^th position of the top 10 markets the real estate industry invests in.