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.
