BENGALURU — Sattva Group, one of India’s prominent real estate developers, has launched a controlled pilot project utilizing ChatGPT Ads, making it the first brand in the Indian real estate sector to experiment with AI-native, conversational advertising.
The campaign focuses on Sattva Lumina, a residential project situated in Yelahanka, Bengaluru. The trial aims to test how potential buyers discover and evaluate properties through conversational and contextual interactions, moving beyond traditional keyword-driven search engines.
Intercepting the Homebuying Journey Early
Real estate remains a high-consideration category where buyers spend substantial time comparing locations, amenities, pricing, and connectivity before finalizing options. As prospective buyers increasingly rely on conversational AI platforms to weigh trade-offs and gather insights, Sattva Group seeks to engage consumers at the initial stages of decision-making.
Under this pilot initiative, users engaging in relevant AI discussions on ChatGPT can be directed to a dedicated Sattva landing page. Potential buyers can review project details and submit inquiries, which are then routed into Sattva Group’s CRM system for lead tracking, site visit coordination, and sales processing.
Unlike traditional performance marketing that relies heavily on audience demographics or specific search terms, the campaign leverages contextual relevance and location targeting to reach consumers who may be researching a move or evaluating neighborhood options before selecting a specific developer.
Strategic Learning over Full-Scale Transition
Piali Dasgupta Surendran, Vice President of Marketing at Sattva Group, emphasized the exploratory nature of the deployment:
"The way customers discover and evaluate information is changing, and real estate needs to evolve with it. Through our ChatGPT Ads pilot, we are exploring how brands can engage consumers earlier in the homebuying journey through more contextual and conversational discovery.
This is intentionally a pilot; we want to enter early, measure rigorously, learn quickly, and scale what works. The larger opportunity is to understand how AI-assisted discovery can become a meaningful, measurable, and responsible part of the homebuying journey."
Rather than replacing established digital acquisition channels such as traditional search or social media marketing, the pilot serves as a feasibility test. Sattva Group plans to assess how AI-native discovery complements its existing marketing infrastructure and funnel strategy.
About Sattva Group
Headquartered in Bengaluru, Sattva Group has completed over 80 million square feet of space across eight Indian cities, with an additional 100 million square feet currently under planning or development. In partnership with Blackstone, the developer co-sponsored the Knowledge Realty Trust (KRT) REIT, encompassing 46 million square feet of Grade A office assets. Sattva’s portfolio includes commercial, residential, co-working, warehousing, data center and hospitality projects across Bangalore, Hyderabad, Mumbai, Pune and Goa.
