Britannia has launched a CSR campaign that turns traditional billboard advertising on its head. Titled Nature Shapes Britannia, the campaign embraces trees as part of the creative strategy, letting them shape the design rather than clearing them for visibility. Created by Bengaluru-based agency Talented, the campaign highlights Britannia’s sustainability efforts and is placed in four cities—Hyderabad, Kolkata, Meerut, and Pune. The billboards creatively bend and twist around trees, emphasizing eco-friendly initiatives like plastic neutrality, waste management, and water and energy conservation.