The Next-Gen Brand Lab
Brigade Group · Residential launches
Brigade Jeevan Sandya — Kanakapura Road
Last updated 2026-09-19
Developer Brigade Group · Location Kanakapura Road · South Bengaluru · Product 3 / 3.5 / 4 BHK · from ₹3.09 Cr · Stage Live · EOI
A large-format launch on the Green Line belt, marketed at expression-of-interest stage — which imposes a discipline most pre-launch advertising ignores.
Modelled economics — not a delivered result
This is an illustrative planning scenario for this type of project. The table below is a projection built from our planning assumptions for a project of this ticket size, not a report of what has happened. It is published so you can see the arithmetic we would hold ourselves to — and check it against your own.
| Assumed monthly media (illustrative) | ₹7.0 lakh |
|---|---|
| Planned cost per lead | ₹410 |
| Leads at that spend | ~1,707 / month |
| Site visits at 3.0% | ~51 / month |
| Bookings at the 1% planning ratio | ~17 / month |
How to read this. The site-visit rate is what we work towards and measure weekly. The booking figure uses the deliberately pessimistic 100-raw-leads-per-booking ratio we publish everywhere else, because a model that assumes a better close rate than we would plan a budget on is a sales document rather than a projection. Delivered figures we are free to publish — ₹266 per lead at 51% sales-ready — sit on the benchmarks page with their method.
Advertising at EOI, correctly
An expression-of-interest campaign is still marketing the project. It is not a loophole around registration, and treating it as one is the most common compliance failure in Indian pre-launch advertising.
Where a registration has not been issued, no RERA claim appears in any form — including the softer phrasings that imply one. The advertising sells the location, the format and the stage, and says nothing it cannot support.
Landmark over locality
The anchor in the creative is a named landmark on the road rather than the locality name. In South Bangalore, where several launches compete for an overlapping audience in the same month, the landmark is what a buyer can place instantly; the locality name is what every competitor is also saying.
Possession dates are not marketing copy
Where the client's stated completion and the public record disagree, the campaign prints neither until they are reconciled. A possession year is the single most quoted-back line in a property advertisement and the easiest to be held to.
Evidence ledger
Every figure on this page, labelled by where it comes from. Our editorial policy explains the labels.
| Figure | What it is | Evidence type |
|---|---|---|
| Portfolio marketing | Our role on this project | Delivery-role statement |
| Kanakapura Road · South Bengaluru | Location | Project description |
| 133 | Homes · client brief | Client-supplied project fact (scale, not a marketing result) |
| 28 | Floors · client brief | Client-supplied project fact (scale, not a marketing result) |
| 3 & 4 BHK | Residential formats | Project description |
Scope notes: Launch positioning and catchment research for larger homes. Client-supplied project scale; internal project working name retained.
Not yet published: qualified-lead %, sales-ready %, site visits and bookings. We publish these only when the client's CRM or platform export supports them, and label them when we do.
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