Campaign coincides with first-phase handovers as Nour moves from development to operational stage
Talaat Moustafa Group Holding (TMG Holding) has launched its “Nour Nawaret” campaign as more than 4,000 units in the first phase of its Nour development in East Cairo enter the delivery stage, marking a significant transition for the project from construction and development to the gradual operation and occupancy of the city.
The campaign comes as the first batch of homes prepares to welcome residents, allowing customers to experience elements of the development that had previously been presented primarily through masterplans, designs, and marketing material.
Featuring Egyptian actors Ahmed Malek and Ahmed Ghozzi, the “Nour Nawaret” campaign focuses on the city’s technology, sustainability, services, and lifestyle proposition rather than solely on its residential units.
The start of deliveries gives the campaign a tangible dimension, with the project’s infrastructure, residential areas, and services beginning to move from planning and construction into actual use.
‘Nour Nawaret’ gains traction on social media
The campaign has generated significant engagement across social media platforms, attracting millions of views and a large volume of audience interaction.
Social media users praised both the production of the advertisement and the scale of the development, with comments describing the campaign as “amazing” and “high-level”, alongside positive reactions to TMG’s execution of the project.
Some of the online discussion also focused on TMG CEO and Managing Director Hisham Talaat Moustafa and the group’s position within Egypt’s real estate market.
The campaign’s reach has gained further momentum from its timing alongside the beginning of actual unit deliveries, connecting the marketing push to a visible milestone in the development of the city rather than promoting a project that remains solely under construction.
More than 4,000 units enter delivery phase
More than 4,000 units in Nour’s first phase are entering the delivery stage, paving the way for the gradual arrival of residents and activation of the city’s different components.
The milestone represents a new test for the development, as construction quality, services, infrastructure, maintenance, and residents’ overall experience become directly observable by existing and prospective customers.
TMG is developing Nour over approximately 5,000 feddans in East Cairo, positioning the project as an integrated smart city combining residential communities with commercial, recreational, sporting, and social facilities.
The masterplan includes a central services district, commercial and entertainment areas, and a sports and social club, alongside infrastructure designed to support the city’s large residential population.
Smart technology at the heart of Nour
Technology is a central component of the development’s proposition, extending from city management and security systems to transportation and individual homes.
The city incorporates smart access and security systems, including facial-recognition technologies, as well as an internal smart transportation network with designated routes and schedules. Information screens are designed to provide residents with details on transport routes and timings.
Connectivity infrastructure includes Wi-Fi coverage in public areas, while electric vehicle charging stations form part of the city’s transport and sustainability infrastructure.
Smart technology also extends inside residential units through home automation systems that allow residents to manage a range of household functions and services through connected devices and applications.
Security features include video intercom and facial-recognition systems, while technology-supported maintenance systems are designed to facilitate the detection and identification of faults and enable faster responses.
Nour’s sustainability infrastructure includes smart lighting, solar energy solutions, electric vehicle charging facilities, and water and irrigation management systems. Water reuse for landscaping is also incorporated into the development’s approach to managing resources.
Together, these systems are intended to integrate technology, sustainability, and day-to-day services into the operation of the city rather than treating smart infrastructure as a standalone feature.
Deliveries put execution in focus
The beginning of handovers comes at a time when Egypt’s property market is increasingly focused on developers’ ability to convert strong sales volumes into completed, delivered, and operational communities.
For Nour, bringing more than 4,000 units into the delivery phase provides an opportunity to demonstrate the project’s execution on the ground and establish an initial resident base.
The experience of the first residents could also become an important factor in purchasing decisions during subsequent phases, particularly as prospective buyers gain the ability to assess completed units, infrastructure, services, and public spaces directly.
TMG’s broader delivery figures indicate an acceleration in handovers. The group delivered approximately 3,196 units during 2025, while deliveries reached 1,459 units during the first half of 2026, compared with 631 units in the corresponding period of 2025.
The first-half figures represent an increase of around 131% year-on-year, reflecting a significant acceleration in the group’s delivery pace.
The launch of “Nour Nawaret” therefore comes at a pivotal stage for Nour, combining a major marketing campaign with the transition towards actual occupancy.
With thousands of units entering the delivery stage, the project’s next phase will increasingly be shaped by residents’ experience and the operation of its infrastructure and services, as Nour begins its transition from a large-scale development project into an inhabited urban community.
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