Lodha Group observes World Environment Day with a unique billboard garden

MOMS planned and executed the vertical billboard garden by using some 1,000 saplings

Lodha Group demonstrated its Green outlook on the World Environment Day by running an innovative outdoor campaign in Mumbai that turned the spotlight on sustainability. Sustainability is an integral part of the projects developed by the Group. To communicate this brand ideology, the real estate group unveiled a 20x20 feet billboard at a prime location in SOBO covered in part with plants -- that absorb air pollution. The innovation was executed in association with MOMS.

The ad creative says, “Our residents include CEOs, socialites and over 34,000 trees.” Some 1,000 saplings were used to create a vertical garden on the billboard. Fabrication of the frame to hold the saplings was done within a few hours before the Environment Day.

Jayesh Yagnik, COO, MOMS, commented: “These days there are many projects that offer a world-class lifestyle with due emphasis on environment sustainability. However, we wanted this brand message to be communicated in a unique way, and what better way than to design the innovation that actually pulled off multiple communications—promote the brand and send a message of concern on the environment at the same time. The one of its kind billboard was crafted using live plants. The message underlines Lodha Group’s endeavour to promote environmental sustainability at their properties.”