Britannia, one of India’s largest and oldest FMCG brands, has launched an innovative outdoor advertising campaign that brings nature to the forefront. The campaign, named ‘Nature Shapes Britannia,’ highlights the brand’s commitment to sustainability in a way never seen before.
Instead of using typical billboards, Britannia has chosen a creative approach where the surrounding trees literally shape the advertisements. The billboards are strategically placed next to trees, and their shape is influenced by how the trees grow. This unique design not only makes the billboards stand out but also symbolizes how Britannia adapts to nature, rather than trying to change it.
Each billboard also shares a message about Britannia’s ongoing sustainability efforts. These include important actions like reducing plastic waste, promoting a circular economy, managing water resources, and focusing on energy efficiency. The design of the billboards—curved, stretched, or even cramped—depends on the shape and growth of the trees, making each billboard one-of-a-kind.
The campaign was created by Talented, a creative agency, and involved multiple media partners. To bring this idea to life, the team had to carefully select locations with trees that would match the billboards’ needs. Since typical media agencies don’t track how trees affect billboard placement, the team had to conduct on-the-ground research to find the perfect trees.
Amit Doshi, Chief Marketing Officer at Britannia, shared, “We have always been committed to sustainability, and this campaign reflects that. By using biodegradable cotton for the billboards and having nature shape our advertising, we are taking a flexible and conscious approach to our environmental goals.”
Aabhaas Shreshtha, from Talented, explained, “We wanted nature to shape the brand’s story as much as the brand shapes the world. We worked with media partners to carefully study the trees and create designs that complemented them. This partnership with nature helps us bridge the gap between large-scale sustainability goals and the everyday world.”
The ‘Nature Shapes Britannia’ campaign launched in four cities—Hyderabad, Kolkata, Meerut, and Pune—and features iconic trees such as Nag Kesar, Aam, Neem, and Peepal. These trees were selected based on their unique shapes, and the billboards were designed to fit with their natural forms.
In addition to being visually striking, the campaign also uses eco-friendly materials. The billboards are made of 100% biodegradable cotton, reinforcing Britannia’s commitment to sustainability at every step.
Sonia Lal, from Coral Media, expressed her pride in supporting the campaign: “It’s inspiring to see Britannia take such a forward-thinking approach. This campaign shows that great advertising can be both creative and environmentally conscious. It’s a call to other brands and media owners to rethink how they approach advertising in a way that’s good for both business and nature.”
Through this innovative campaign, Britannia is not only promoting its sustainability efforts but also setting a new standard for how advertising can work in harmony with the environment. ‘Nature Shapes Britannia’ shows how creativity, sustainability, and nature can come together to deliver a powerful message.
