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Leading Egyptian developer Talaat Moustafa Group has surprised the real estate market with the launch of a new project in the New Administrative Capital of Egypt.

  Under the name of Celia, which in classic Latin meant “sky”, the ads  feature images of the “real project’s design”, presenting a low-rise  residential development amid greenery and water banks. The ad copy  describes the project as “New life in the heart of the Capital”.

The  campaign started during the second week of June and uses large  uni-poles, double-decker poles and gates in the regular locations of the  brand across Greater Cairo.

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