Britannia’s Nature Shapes Britannia campaign flips the script on outdoor advertising—quite literally bending to nature rather than the other way around. Conceptualized by Talented, these eco-friendly billboards seamlessly adapt to tree shapes, sending a bold message on sustainability. Archana Balaraman, General Manager – Marketing, Britannia, talks to BrandWagon Online about the conceptualisation, thought and more about the campaign. (Edited excerpts)
What was the thought behind the campaign?
At Britannia, sustainability lies at the core of everything we do. With the Nature Shapes Britannia campaign, we aimed to creatively showcase our commitment to sustainability while sparking meaningful conversations. This campaign reimagines outdoor advertising by using billboards that adapt to the shape of trees, making the natural environment an integral part of our brand communication. By incorporating 100% biodegradable and recyclable cotton, the campaign beautifully demonstrates how creativity and responsibility can work together to make a positive impact.
Which agency conceptualised the ad, and why was it chosen?
Our creative agency, Talented, is the driving force behind this campaign. Britannia and Talented share a long-standing partnership, having collaborated on several memorable campaigns, including Good Day Bank of Small Wins, Milk Bikis Adengappa Kadhaigal, and Har Pocket Ab Dustbin, to name a few.
At Britannia, we embrace a culture that values bold and disruptive ideas. We actively encourage out-of-the-box thinking, and many of our most impactful concepts emerge not from formal briefs but from organic, day-to-day collaboration with partners like Talented. Their deep investment in our brand, combined with our shared passion for delivering messages that truly resonate with consumers, creates the perfect foundation for innovative ideas to take shape. This creative synergy is what fuels campaigns like Nature Shapes Britannia.
How do you intend to influence consumers with this campaign?
With this campaign, we aim to grab consumers’ attention in a way that feels fresh and unexpected. By breaking away from traditional advertising norms, the Nature Shapes Britannia campaign encourages people to pause and reflect on sustainability in an engaging and relatable way.
The messaging was intentionally kept simple and clear by the Talented team, making it easy for audiences to connect with Britannia’s commitment to environmental responsibility. Consumers today are highly aware and, this campaign taps into that understanding, sparking curiosity and conversations around sustainable practices. Our goal is to inspire them to see sustainability as something achievable and relevant in their own lives.
Which advertising mediums will be utilised, and what is the rationale behind these choices?
‘Nature Shapes Britannia’ is an OOH series that stands out for a simple reason: these billboards take the shape of trees around them highlighting how Britannia adapts to nature and not the other way around. Each billboard comes accompanied with a message about our progress in sustainability across various facets: from plastic neutrality, to waste management and harnessing a circular economy; to water stewardship and energy management.
To expand the campaign’s impact, we have used social media platforms to engage audiences further. We have received enthusiastic reactions during the billboard installations, as well as engaging user-generated content on social media. This is a testament to how people found the concept inspiring. We’ve also seen a strong sense of pride and excitement internally from our Britannia employees, which has been incredibly rewarding.
What was the budget allocated for this campaign?
Our goal with Nature Shapes Britannia was to creatively use trees to deliver a disruptive and impactful message. The idea was approved for its sheer innovation rather than cost. That said, this was one of our most challenging campaigns—we had to extensively scout for relevant locations across cities since there’s no database that media agencies maintain for tree-covered billboards. The time, effort, and dedication invested far outweighed any cost considerations. For us, it was truly a labor of love and a testament to the team’s commitment to bringing this vision to life.