When the question was first posed — What if Bastet returned in 2025? — it wasn’t just a spark for a campaign; it was the beginning of a landmark. A landmark that would bridge thousands of years of Egyptian heritage with a future imagined in steel, stone, and sky. Standing tall in the heart of the New Capital is the answer: M PLUS. A place where the spirit of wonder doesn’t fade after the unveiling—it only grows stronger. At M PLUS, the spirit of 'Keep Wondering' continues, because the wonder never ends. It stands tall, sculpted into the skyline, said Ahmed El Zahed, Chief Commercial Officer of Magna Developments. To him, and to all those who took part in shaping the project, M PLUS was never meant to be just a structure. It was always destined to be something greater: a visual embodiment of Bastet herself, reborn to guard Egypt’s new dreams. In every curve of the sculpture, there is a whisper of the past. In every gleaming surface of M PLUS, there is a promise to the future. The Bastet sculpture—crafted by the brilliant minds at Not Toys and brought to life with a daring vision—stands as a symbol of power, protection, harmony, and cultural rebirth. Now that the curtain has been lifted and the world can finally see her, the wonder has not faded. Instead, it has evolved. The sculpture continues to command attention, quickly becoming one of Egypt’s most iconic modern landmarks. It invites onlookers not just to admire it, but to feel something profound—a connection between who we were, who we are, and who we aspire to be. But M PLUS is not simply about awe-inspiring visuals. It’s about reimagining what real estate marketing can be. Traditional campaigns sell square meters, floor plans, and amenities. M PLUS sells something far more valuable: heritage, storytelling, and national pride. It positions itself not merely as a collection of offices or spaces, but as an experience—an encounter with culture itself. Strategically Placed, Thoughtfully Delivered To maximize reach and impact, the M PLUS marketing team strategically deployed the campaign across New Cairo — a thriving hub for Egypt’s next generation of business and culture. Utilizing a dynamic mix of both digital and static OOH mediums, the campaign captured attention at key high-traffic locations, ensuring that the spirit of Bastet, and the wonder of M PLUS, became impossible to miss. Every placement was carefully selected to align with the brand’s positioning: prestigious, bold, and forward-looking, just like M PLUS itself. Strategically Placed, Thoughtfully Delivered. To maximize reach and impact, the M PLUS marketing team strategically deployed the campaign across New Cairo — a thriving hub for Egypt’s next generation of business and culture. Utilizing a dynamic mix of both digital and static OOH mediums, the campaign captured attention at key high-traffic locations, ensuring that the spirit of Bastet, and the wonder of M PLUS became impossible to miss. Every placement was carefully selected to align with the brand’s positioning: prestigious, bold, and forward-looking — just like M PLUS itself. Where Work and Wonders Unite The brand message, Where Work and Wonders Unite, was carefully crafted by Brand Manager Injy Salama, drawing deep inspiration from Ahmed El Zahed’s bold vision. In four words, it captures the dual essence of M PLUS: a place where productivity and imagination are not separate pursuits but intertwined forces. On one side, Work speaks to the premium administrative spaces designed with innovation, efficiency, and prestige in mind. Spaces that cater to the ambitious professionals and groundbreaking companies shaping Egypt’s next chapter. On the other side, Wonders echo through the presence of Bastet herself, the symbol of cultural memory, power, and beauty, inspiring all those who walk through M PLUS. The sculpture’s towering presence infuses the environment with a sense of history and grandeur, reminding everyone that work, when connected to something greater, becomes something extraordinary. Not Just a Project, But a National Landmark It is contributing to Egypt's vision and aligning with its development plans, while also reflecting the country's strategic ambitions for the New Capital City, El Zahed emphasized. M PLUS is more than an architectural achievement; it’s a statement. It’s a new kind of landmark designed to be a major tourist attraction, one that fully integrates into the nation’s growth strategies. It’s about putting Egypt’s glorious past and dynamic future on display for the world to see. At M PLUS, business and creativity exist side by side. It’s a place where the pulse of modernity beats in rhythm with the echoes of history. A place where each glance upward at Bastet reminds us that our roots are deep, our dreams are vast, and our future is just beginning. From day one, M PLUS was never just about erecting a building. It was about building a legacy. A campaign rooted in Egyptian pride, fueled by modern imagination, and delivered through bold, evocative storytelling. And the message that echoes through every corner of M PLUS? Keep Wondering. Because the greatest stories never truly end—they simply unfold, one wonder at a time. Ahmed El Zahed CCO at Magna Developments Seasoned Chief Commercial Officer with 20+ years of experience leading and scaling businesses across Real Estate, FMCG, Hospitality, and Telecom. Proven track record in driving growth, boosting efficiency, and launching high-impact products that significantly increased revenue. Injy Salama Brand Manager at Magna Developments A passionate marketer who reached the position of Brand Manager at an early age, driven by years of hands-on experience and a lifelong focus on marketing. She holds degrees from Georgia State University – J. Mack Robinson College of Business (Atlanta, USA) and Cairo University, Faculty of Commerce.
