Amit Doshi
2.3K posts
@doshiamitk
Group CMO, PhonePe
A few months back, the gang at @TalentedAgency had a weirdly counterintuitive ask of our clients at Britannia in response to one of their briefs. We wanted them to actively invest in the worst possible outdoor media plan. For them to select the lowest-priced billboard properties with the worst visibility, particularly the ones blocked by trees. The kind of spots that no other brands or advertisers really cared much for. The ones that hadn’t been used in months, some of them years. Over hundred years, @BritanniaIndLtd is a company that has shown real progress in sustainability - achieving milestones in plastic neutrality, water conservation, energy optimization among others. As an organization that has consistently allowed nature to influence its trajectory and decisions, it seemed fitting to let our advertising reflect this same philosophy when talking about it. ‘Nature Shapes Britannia’ is a series of outdoor hoardings designed to work around the shape of the trees next to them, establishing both metaphorically and visually, how one of India's biggest conglomerates adapts to nature and not the other way around. So, for this campaign to help share Britannia's sustainability initiatives with the world, nature is the creative agency. The trees decide the art direction & typography of the billboards next to them: they decide how to ‘shape’ Britannia. Through high winds that couldn’t hold up these strangely shaped scraps of billboard and the frequent guffaws from hoarding mounters. Through the 73 trees that auditioned for this campaign and all the ensuing disappointment when selected ones ended up getting pruned down to achieve more visibility, we're calling this a true ‘pedh’ partnership.
