Chennai: In a move that celebrates women’s empowerment through homeownership, DRA Homes has launched a compelling brand film starring Rashmika Mandanna. The campaign, set to debut on International Women’s Day, emphasizes the rising trend of independent women investing in real estate and making significant financial decisions.
Inspiration Behind the Campaign
Speaking to MediaNews4U, Manoj Vasudevan, Chief Sales and Marketing Officer at DRA Homes, shared insights into the inspiration behind the campaign. “We’ve observed a growing trend where women are playing an active role in home-buying decisions. More recently, we’ve seen many women purchasing homes for themselves or their parents before marriage, signaling a shift towards financial independence and empowerment. This trend inspired us to create a campaign that encourages women to view real estate as a viable investment opportunity,” he explained.
Vasudevan emphasized that the campaign aligns perfectly with DRA Homes’ core values. “We have always been committed to timely delivery, superior product specifications, and building thriving communities. This dedication has earned us customer trust, and we wanted our new campaign to reflect those principles,” he stated.
Strategic Fit in DRA Homes’ Growth Plans
As part of DRA Homes’ broader marketing strategy, Vasudevan highlighted that the campaign was designed to connect emotionally with their target audience. “Women decision-makers are an increasingly significant customer base for us. The film tells a powerful story of a daughter surprising her parents by buying an apartment for them. We felt this emotional narrative would resonate deeply with our audience,” he added.
Rashmika Mandanna’s involvement brought authenticity to the campaign. “Rashmika’s journey as a self-made star aligns beautifully with the character she plays in the film — a daughter who surprises her parents with a home purchase. This added emotional depth to the campaign,” Vasudevan noted.
Catering to Women Buyers’ Preferences
While DRA Homes does not customize apartments specifically for women, Vasudevan acknowledged the significant influence women have in home-buying decisions. “Floor plans, kitchen design, and comfort are crucial aspects that women often prioritize. If these elements don’t align with their preferences, families may reconsider the purchase,” he said.
The campaign’s narrative uses a heartfelt storytelling approach. Rashmika’s character initially faces disapproval from her parents, only for them to later realize her intentions — purchasing a home as a gift for them. This emotional arc underscores the love and thoughtful decision-making seen in today’s youth.
Campaign Launch and Future Plans
DRA Homes has strategically planned the campaign’s launch to coincide with International Women’s Day, reinforcing its core message of empowerment. The campaign will primarily run on digital platforms and television, with limited use of print media.
Additionally, Vasudevan revealed plans for an IPL-related campaign featuring Rashmika Mandanna. While smaller in scale than the Women’s Day campaign, this initiative aims to strengthen DRA Homes’ presence during the high-visibility IPL season.
“Our ‘Home of Pride’ campaign is a celebration of homeownership as a source of empowerment and pride. While we’ve always valued women’s influence in home-buying decisions, this campaign directly inspires them as independent homebuyers,” Vasudevan concluded. DRA Homes continues to uphold its commitment to quality, trust, and customer satisfaction as it strives to empower more women to invest in their future.
The campaign film was directed by Gautam Vasudev Menon, Conceptualized by Blue Noodles, a leading Creative Agency.
