Britannia has launched an out-of-home (OOH) campaign titled ‘Nature Shapes Britannia’, which features billboards designed to align with the contours of nearby trees. According to the company, the campaign highlights the brand’s commitment to sustainability, with each billboard incorporating text and artwork that adjust to the shape of surrounding tree branches. The campaign is based on Britannia’s environmental, social, and governance (ESG) initiatives, such as plastic neutrality and water stewardship.
“Britannia has been committed to being a sustainable organisation with a deep commitment towards its strategic ESG pillars. Through the years, we’ve learnt that sustainability needs a conscious, adaptive, flexible approach. The team ensured even the hoarding material was biodegradable, ensuring we stay committed to the cause we’re delivering.” Amit Doshi, chief marketing officer, Britannia, said.
Reportedly, the billboards are printed on 100% cotton biodegradable material, aligning with the brand’s sustainability goals. The project was developed in collaboration with Talented,creative agency, and Coral Media, media partner. Rather than selecting billboards based on visibility, the team identified locations where trees partially obscured the hoardings. The layout and typography of each billboard were determined by the shape and growth pattern of the local tree species, such as Nag Kesar, Neem, and Peepal, the company explained. The campaign is currently live across four cities—Hyderabad, Kolkata, Meerut, and Pune.
“Nature shapes Britannia and so it was natural for us to want nature to shape its advertising as well. After a rigorous search, we studied the contours of each tree, understood its growth and coverage, and designed around them. This approach brings large-scale sustainability initiatives closer to everyday life.” Aabhaas Shreshtha, founding member and creative, Talented, added.