Dharampal Satyapal Group (DS Group), an FMCG conglomerate and multi-business corporation, has launched Living Billboard, a plantation-driven outdoor awareness campaign conceptualised and executed by MOMS Outdoor.
As part of the execution, MOMS Outdoor installed a green billboard made using over 4,000 live plants at the high-visibility DND Flyway, a key entry point into Delhi from Noida. The installation integrates sustainability with large-format outdoor media, functioning both as a visual landmark and a call for environmental awareness.
Extending beyond the physical site, the campaign includes a participatory digital layer. For every 4,000 unique social media shares tagging DS Group on Instagram and LinkedIn, the company will replicate a similar green installation, converting online engagement into on-ground environmental action. In addition, seed bookmarks distributed with morning newspapers encourage households to grow plants at home, further broadening participation.
Speaking on the execution, Jayesh Yagnik, CEO, MOMS Outdoor said, “Living Billboard is a powerful example of how outdoor media can move beyond visibility to create real-world impact. Our objective was to convert a traditionally commercial format into a living statement on sustainability. By blending scale, innovation and purpose, this installation not only captures attention but also invites people to become active participants in a greener future.”
Highlighting the broader intent of the initiative, Mr. Rajiv Kumar, Vice Chairman, DS Group, added, “For DS Group, sustainability is an enduring responsibility, not just an initiative. With critical global dialogues like COP 30 driving the world towards stronger environmental action, we see the business sector as a key architect of a greener future. This begins with robust public awareness. The launch of our Living Billboard campaign is a tangible commitment that contributes to this essential dialogue and reinforces our dedication to a sustainable planet.”
