Britannia, one of India’s oldest and largest FMCG advertisers, has introduced a novel approach to outdoor advertising with its latest campaign, Nature Shapes Britannia.
Designed to highlight the brand’s commitment to sustainability, this out-of-home (OOH) series allows nature to guide the form and message, both metaphorically and visually.
The campaign features billboards shaped by the trees around them, symbolizing Britannia’s adaptability to nature rather than the other way around.
Each billboard is paired with messages showcasing Britannia’s progress in key sustainability areas, including plastic neutrality, waste management, circular economy practices, water stewardship, and energy efficiency.
A Creative Collaboration Between Nature and Advertising
In a striking departure from conventional billboard design, the campaign’s typography and layout follow the natural contours of the surrounding trees. Depending on the trees’ shape, Britannia’s name might curve, compress, or stretch, mirroring the adaptive mindset essential for meaningful sustainability initiatives.
The creative agency behind the campaign, Talented, partnered with media agencies to implement a unique media strategy. Unlike traditional billboard placements, which prioritize visibility, the team conducted on-the-ground surveys to identify billboards obstructed by trees in key Indian cities. This unconventional approach required studying tree contours and growth patterns to design advertising that coexists harmoniously with nature.
A Commitment to Sustainability in Action
The campaign extends Britannia’s ESG commitments to the materials used for the billboards themselves. Each hoarding is crafted from 100% biodegradable cotton, reinforcing the brand’s dedication to environmentally conscious practices.
Amit Doshi, Chief Marketing Officer at Britannia, explained the philosophy behind the initiative:
“Britannia has been committed to being a sustainable organization with a deep commitment toward its strategic ESG pillars. Through years, we’ve learned that sustainability needs a conscious, adaptive, flexible approach. This initiative is an embodiment of this flexible approach, with nature shaping ‘Britannia,’ quite literally. The team ensured even the material used for the hoardings was 100% cotton biodegradable, ensuring we stay committed to the cause we are delivering.”
Aabhaas Shreshtha, Founding Member and Creative at Talented, reflected on the creative process:
“Nature shapes Britannia, and so it was natural for us to want nature to shape its advertising as well. And so began our mission to find ‘rare trees with billboards right next to them.’ After a long and rigorous recce with our media partners, we studied the contours of each tree, understood its growth and coverage, and designed around them. Large-scale sustainability charters are extremely consequential in the bigger picture but can feel distant. By partnering with nature around us to tell the story, Britannia is bridging that gap.”
Read Britannia’s annual sustainability report for FY 23-24 here.
