Britannia has launched #NatureShapesBritannia, spotlighting the brand's sustainability initiatives. 

Conceptualised by Talented, a film has been rolled out to showcase its outdoor hoardings that are designed to complement the shape of trees, symbolising the brand's commitment to sustainability, both metaphorically and visually. This amplifies the idea of nature's effect on the brand. 

The OOH went live in four cities including Hyderabad, Kolkata, Meerut and Pune.

The hoardings highlight the key findings from Britannia Industries annual report FY23-24 and reveals that Britannia has been plastic neutral since 2022, it has recycled 50% of its withdrawn water, eliminated 19 tonnes of plastic trays, used 35 million KW of renewable electricity and 46% of its plastic packaging is recyclable.

Amit Doshi, chief marketing officer, Britannia, said, “Britannia has been committed to being a sustainable organisation with a deep commitment towards its strategic ESG pillars. Through years, we’ve learnt that sustainability needs a conscious, adaptive, flexible approach. This initiative is an embodiment of this flexible approach with nature shaping ‘Britannia’, quite literally. The team ensured even the material used for the hoardings was 100% cotton biodegradable, ensuring we stay committed to the cause we are delivering.”

Aabhaas Shreshtha, founding member and creative, Talented, said, “Nature shapes Britannia and so it was natural for us to want nature to shape its advertising as well. And so began our mission to find ‘rare trees with billboards right next to them’. After a long and rigorous recceing with our media partners, we studied the contours of each tree, understood its growth and coverage, and designed around them. Large-scale sustainability charters are extremely consequential in the bigger picture, but can feel distant. By partnering with nature around us to tell the story, Britannia is bridging that gap.”

Sonia Lal, partner, Coral Media, said, “We were pleasantly surprised when we were briefed on the current campaign ask and honestly feel incredibly proud to support Britannia’s initiative - which is not just a wonderful way to show the impact of the brand’s sustainability initiatives - but a signal from one of the country’s long-standing advertisers to other advertisers and media owners to think differently. Not everything great must come at the cost of nature.”

The film was released on 9 January. 

CREDITS (for the film):

Agency: Talented
Production house: Rooted Films