Ontegra
Deyaar renamed its facilities-management subsidiary Ontegra, a coinage from 'onward' and 'integration', and pinned the new identity to a technology story. The launch was announced alongside two ChatGPT-based voice assistants, Techi for internal operations and Alegra for the customer help desk.
- The brief
- Clients and tenants served by Deyaar's facilities-management arm, as it moved toward AI-driven service.
- The idea
- Deyaar renamed the unit Ontegra, blending 'onward' and 'integration', and paired the launch with two planned voice assistants built on ChatGPT, Techi for operations and Alegra for customer support.
- What to borrow
- Launching a new name alongside tangible tools gives a services rebrand something concrete to point to.
| Brand | Ontegra |
|---|---|
| Agency | Not named on the source |
| Talent | Not named |
| Channels | digital |
| Source | Construction Business News Middle East |
What other business services brands ran
The latest confirmed campaigns from the rest of the category, Gulf.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| RTA Dubai | Safe and Healthy Summer for Delivery RidersPurpose · 7 Aug 2026 | Purpose | – | 7 Aug 2026 |
| RTA Dubai | Truck driver traffic awareness campaign 2026Purpose · 15 Jul 2026 | Purpose | – | 15 Jul 2026 |
| Etihad Rail | Safety is carePurpose · 11 May 2026 | Purpose | – | 11 May 2026 |
| Aramex | Ramadan 2026: real connection over cold screensIntegrated campaign · 2 Mar 2026 | Integrated campaign | – | 2 Mar 2026 |
| Etihad Rail | Road-to-rail freight shift campaignIntegrated campaign · 2 Feb 2026 | Integrated campaign | – | 2 Feb 2026 |
| Doha Metro | Back to School 2025 (2nd edition)Experiential · 20 Aug 2025 | Experiential | – | 20 Aug 2025 |
| Aramex | AI-generated scam awareness filmDigital/social · 19 Jun 2025 | Digital/social | – | 19 Jun 2025 |
| 7X | The MaestroDigital/social · 5 Dec 2024 | Digital/social | InFocus Media Agency | 5 Dec 2024 |
