MUMBAI: Britannia, in collaboration with Talented, Coral Media, and Moms Outdoor, is revolutionising outdoor advertising with its innovative ‘Nature Shapes Britannia’ campaign. The initiative integrates billboards with existing trees rather than cutting them down, demonstrating how advertising can work in harmony with nature.

Taking sustainability a step further, Britannia has now open-sourced the campaign’s blueprint, allowing other brands, agencies, and media planners to adopt this eco-friendly approach. The manual details the entire process from selecting resilient trees and mapping their silhouettes to designing and mounting billboards sustainably.

By sharing its research and learnings, including trial-and-error insights, Britannia aims to inspire more brands to embrace this mindful approach to advertising. “It’s not just about billboards; it’s about changing the way we think about outdoor media,” the team stated.