Delhi, 5th January 2025 –Dharampal Satyapal Group (DS Group), a leading FMCG conglomerate and multi-business corporation, has launched ‘Living Billboard’, a high-impact plantation-driven awareness campaign conceptualised and executed by MOMS Outdoor.
As part of the execution, MOMS Outdoor installed a striking green billboard crafted using over 4,000 live plants at the high-visibility DND Flyover, marking the key entry point into Delhi from Noida. Designed to seamlessly integrate sustainability with large-format outdoor innovation, the installation serves as both a visual landmark and a call to action. Extending the campaign beyond the physical site, the initiative invites audiences to actively participate. For every 4,000 unique social media shares tagging DS Group on Instagram and LinkedIn, DS Group will replicate a similar green installation, translating digital engagement into tangible environmental impact. Further amplifying reach, seed bookmarks distributed with morning newspapers encourage households to contribute by growing plants at home.
Speaking on the execution, Jayesh Yagnik, CEO, MOMS Outdoor said, “Living Billboard is a powerful example of how outdoor media can move beyond visibility to create real-world impact. Our objective was to convert a traditionally commercial format into a living statement on sustainability. By blending scale, innovation and purpose, this installation not only captures attention but also invites people to become active participants in a greener future.”
Highlighting the broader intent of the initiative, Mr. Rajiv Kumar, Vice Chairman, DS Group, added, “For DS Group, sustainability is an enduring responsibility, not just an initiative. With critical global dialogues like COP 30 driving the world towards stronger environmental action, we see the business sector as a key architect of a greener future. This begins with robust public awareness. The launch of our Living Billboard campaign is a tangible commitment that contributes to this essential dialogue and reinforces our dedication to a sustainable planet.”
MOMS is a part of Madison World, India’s largest homegrown communication agency established in 1988. Madison World operates several specialized brands in the OOH space including Platinum Outdoor, activation specialist Madison TURNT, rural specialist Anugrah Madison, and retail specialist MRP. Madison World, through its 11 units, served over 500 advertisers last year. MOMS handles blue chip clients like Asian Paints, Raymond, Pidilite, Maruti Suzuki, Mcdonalds, Bajaj, Caltex, Pepsico, ITC and several others.
