Led the creative direction for a Cannes-winning campaign that reimagined Britannia’s visual narrative through nature’s organic shapes. Worked closely with strategy and brand teams to build a unified design system and storytelling approach that turned a simple product message into a globally recognized, award-winning idea.

Brand role:

Britannia, India’s $2B Total Foods brand, aimed to promote its ESG milestones and position itself as a responsible corporate giant. The campaign used nature as its canvas, partnering with billboards obstructed by trees, allowing nature to “design” each one. Each tree bent or curved the brand name differently, highlighting a different milestone in Britannia’s sustainability report.

An unsustainable norm is at the heart of India’s media planning in the OOH industry: cutting trees for better billboard visibility & price. Even cited by the Environmental Ministry of India in 2019 as why up to 20,000 trees might have disappeared from India’s cities.

“Nature Shapes Britannia” is a biodegradable OOH series. The billboards take the unique shape of the tree next to them, showing both figuratively and literally how Britannia adapts to nature & not the other way around. To make this nature-friendly design technique easier for future advertisers, Britannia also open-sourced their design manual.