Britannia’s tree-friendly billboards redefine outdoor advertising

India – Food product manufacturer Britannia and creative agency Talented are turning the traditional approach to billboards on its head with their latest campaign, Nature Shapes Britannia. Instead of treating trees as obstacles, the campaign embraces them with billboards that fit into the natural surroundings.

Deployed across Hyderabad, Kolkata, Meerut and Pune, the billboards bend and curve around urban trees, reinforcing Britannia’s sustainability commitments. Each display highlights the company’s environmental initiatives, including plastic neutrality, waste management and water stewardship.

‘Executing the campaign required a complete reversal of traditional billboard site selection,’ Aabhaas Shreshtha, creative and founding member of Talented, told Afaqs. The team scouted locations where trees significantly overlapped with ad space, ensuring the billboards complemented rather than competed with nature.

Beyond innovative design, the billboards use 100% biodegradable cotton, exceeding environmental regulations. ‘Bangalore is the only city which has a mandate that your billboard material has to be biodegradable. But we went all out on that anyway,’ said PG Aditiya, co-founder and CCO of Talented. 

For more fresh perspectives on eco-conscious advertising, head to our Rebranding Nature design snapshot.