Britannia Industries, along with creative agency Talented, has been inducted into a leading advertising hall of fame for its Out-of-Home (OOH) campaign ‘Nature Shapes Britannia’. The campaign has been recognised for its clarity of idea, originality, and execution.
The initiative focused on creating biodegradable billboards that were designed around existing urban trees, instead of removing them. The OOH installations were customised to fit the natural shape of trees, with typography and structures adjusted accordingly. This approach highlighted Britannia’s sustainability and ESG commitments by allowing natural elements to influence the final creative output.
The campaign was creatively head by Aabhaas Shreshtha, Creative & Founding Member, Talented
The campaign was executed in cities such as Hyderabad and Pune, where the tree-shaped installations carried brand messages integrated into the design. According to the brand, the locations were intentionally chosen in areas that are usually avoided in conventional outdoor advertising due to physical constraints.
Following the campaign’s success, Britannia and Talented open-sourced the execution manual to encourage wider adoption of environmentally responsible OOH practices by other advertisers.
‘Nature Shapes Britannia’ was evaluated as part of the 2025 edition by the IMPACT editorial board, which assessed entries based on parameters including narrative strength, originality, creative execution, production quality, and cultural relevance.
