Britannia’s new ad campaign turns billboards into eco-friendly art; gets the Internet’s approval: ‘Can we call it a pedh partnership?’

The campaign is currently being showcased in four cities: Hyderabad, Kolkata, Meerut, and Pune.

Britannia's new ad campaign turns billboards into eco-friendly art

Billboards are often overlooked, but once in a while, a campaign comes along that not only captures attention but also wins admiration. Britannia’s latest out-of-home (OOH) campaign, titled “Nature Shapes Britannia,” is one such example. This creative initiative with billboards that blend with the natural shapes of nearby trees has captured the attention of netizens.

Britannia recently dropped a new ad on their YouTube channel, showcasing the brand’s dedication to sustainability. The campaign creatively uses text and artwork that adapt to the unique contours of tree branches.

Taking this vision further, Britannia reimagined billboards in cities like Hyderabad, Kolkata, Meerut, and Pune. Instead of cutting down trees to ensure visibility, the brand designed billboards that adapt to their environment—bending, twisting, and even playing limbo around trees, letting nature take center stage.

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The ingenious approach has struck a chord online, sparking admiration and praise across social media. Users flocked to X, sharing photos of the billboards and expressing their appreciation for the eco-friendly initiative. One user summed it up perfectly with a witty remark: “Can we call it a ‘pedh’ partnership?”

The way they shaped their billboard to protect nearby trees, can we call it a ‘pedh’ partnership? 😂 pic.twitter.com/mcn2gUO75Z

— Xavier Uncle (@xavierunclelite) January 9, 2025

Another X user wrote, “Jackie Shroff said “bhidu environment bachao” and Britannia take it seriously.”

Jackie Shroff said “bhidu environment bachao” and Britannia take it seriously https://t.co/rzAlHqny9D

— Darshannn (@D4Dramatic) January 9, 2025

A third user said, “Britannia woke up and chose to save trees in a smart way.”

Britannia woke up and chose to save trees in a smart way https://t.co/lPGDJlsfK8

— Anny🦕 (@annyyyshutup) January 9, 2025

“I was confused when I came across this weird billboard. It took me a moment to realize it was designed according to the tree’s shape,” said another X user.

THIS BLEW MY MIND!

I was confused when I came across this weird billboard.
It took me a moment to realize it was designed according to the tree’s shape.

love this initiative by Britannia 🫡 pic.twitter.com/Fpz9BkJ1CM

— kashmira (@lowkeyloud_) January 9, 2025

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According to a report in the Financial Express, billboards for this project were crafted from 100 per cent cotton biodegradable material. Developed in collaboration with the creative agency Talented and media partner Coral Media, the initiative focused on selecting locations where trees naturally obscured parts of the billboards. Instead of prioritising visibility, the design of each billboard was customised to fit the unique shapes and growth patterns of the local tree species, such as nag kesar, neem, and peepal.

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