Eco-conscious marketing is gaining momentum as brands search for innovative ways to break through the advertising clutter. Footwear brand Chupps recently unveiled a biodegradable billboard that dissolves naturally when it rains — a striking innovation that has caught the industry’s attention. It prompts an important question: Are environmentally focused innovations becoming the new frontier in creative brand communication?
The shift from traditional corporate social responsibility (CSR) initiatives to experiential, attention-grabbing eco innovations is evident. Britannia, a major FMCG player, ventured into this space with a notable nature-inspired campaign that sparked widespread attention. While their effort generated buzz, it also faced some backlash, highlighting the risks brands take when blending sustainability with marketing.
What’s driving this change is a new consumer reality. Audiences today are increasingly drawn to authenticity and purpose, pushing brands to align sustainability with storytelling. As a result, green ideas are no longer confined to CSR reports — they’re now headline-worthy campaigns that merge ethics with aesthetics.
For the Chupps campaign, the materials were designed to disintegrate naturally during rainfall, leaving behind only the bamboo framework. The collapse is expected to occur organically, with onlookers possibly witnessing the process in real time. Talking about deriving inspiration for the campaign, Ravi Adhikari, Marketing and Brand Lead, Chupps, shares that the brand’s footwear is designed to naturally decompose within two years of disposal, hence it felt only right that the message should disappear too.
“We wanted the billboard to embody our philosophy, not just declare it. By letting the medium become the message, we invited people to pause and reflect. It’s a reminder that good design isn’t just about what you see, it’s about what it stands for, and how lightly it treads on the planet,” he says.
Experts believe that the demand for eco-friendly billboards is steadily reshaping India’s out-of-home (OOH) advertising landscape as well. “In India, OOH has always been about scale and visibility, but now we’re seeing a shift towards responsible visibility,” says Vikas Nowal, CEO, Interspace Communications. “The demand for eco-friendly, recyclable or biodegradable materials has grown steadily, driven by both brand conscience and consumer awareness,” he notes.
This shift reflects a larger change in how brands think about creativity and responsibility. What once sat neatly under the CSR umbrella is now taking center stage in creative strategy. “Campaigns like Britannia’s Nature Shapes or Chupps’ biodegradable billboard have shown that sustainability can be both purposeful and powerful,” adds Nowal. The questions brands now ask agencies are different like it’s no longer “Can we go bigger?” but increasingly “Can we make this idea greener?”
Counting the cost of going green
Cost, unsurprisingly, remains one of the biggest questions around sustainable OOH innovation. Eco-friendly materials, biodegradable substrates, or natural dyes often come at a premium compared to traditional vinyl and flex. Yet, agencies say the investment is becoming easier to justify.
Yet, experts argue that the real measure of cost lies in the return not just in sales, but in visibility, virality, and long-term brand value. “Some of these campaigns might be expensive to execute,” says Ashok Lalla, independent Marketing and Brand Consultant.
“However, such costs are still often just a fraction of what a full-fledged multimedia campaign would cost, and also much cheaper than running a real sustained ‘responsible corporate citizen’ CSR program. So ‘expensive’ is just relative, and measured against the social media amplification and creative awards won, the ROI is usually positive for such campaigns.”
OOH specialists also agree that the price tag can be justified when the idea cuts through. Vaishal Dalal, Co-founder and Director, Excellent Publicity, points out that a single impactful execution can sometimes outlast an entire campaign. “There is a cost involved, but as a brand caretaker, when I use such creativity—just imagine, one single hoarding of Britannia that was done almost a year ago, and we’re still talking about it,” he says. “If the idea is fantastic and you get good mileage in terms of coverage or conversations, then you recover much more than what you have invested.”
Dalal believes longevity is key to maximising value. “Whenever you want to make such innovations in OOH, you should do it for the longer run,” he adds.
Beyond simply capturing attention, innovations like eco-friendly ads can shape how consumers perceive a brand’s values and purpose. These campaigns signal responsibility and forward thinking, showing that a brand is willing to invest in meaningful action rather than just conventional advertising.
“As sustainability gains prominence, consumers are rewarding brands that act with genuine purpose,” says Anuj Bhandari, Founder, TRIOOH. He adds that the future of advertising depends on collaboration, with media owners, brands, and technology partners building a dynamic, data-driven, and decisively green ecosystem.
The shift goes beyond the materials or formats used; it’s about what these choices communicate. “Choosing biodegradable or reusable materials signals intent, responsibility, and forward thinking,” notes Partho Ghosh, CEO, Insync, a Tribes Communication company.
According to him, today’s consumers, particularly Gen Z and Millennials, notice when brands walk the talk. Whether it’s a limited-edition eco-friendly campaign or a larger creative initiative, sustainable advertising can strengthen brand perception and build long-term loyalty.
“We’re actively exploring innovative, sustainable solutions that can contribute to a more circular economy for the OOH sector. This exciting space to be in: one that’s equally good for business and the planet,” Ghosh conveys.
