Dharampal Satyapal Group (DS Group) has launched Living Billboard, a plantation-driven outdoor awareness campaign conceptualised and executed by MOMS Outdoor, blending sustainability with large-format outdoor media.
As part of the initiative, MOMS Outdoor installed a green billboard created using more than 4,000 live plants at the DND Flyway, a high-visibility gateway connecting Noida to Delhi. The installation functions as both a visual landmark and a statement on environmental awareness, integrating sustainability into a traditionally commercial outdoor format.
The campaign extends beyond the physical installation through a participatory digital layer. For every 4,000 unique social media shares tagging DS Group on Instagram and LinkedIn, the company will replicate a similar green installation, translating online engagement into on-ground environmental action. Seed bookmarks distributed with morning newspapers further encourage households to participate by growing plants at home.
Commenting on the initiative, Jayesh Yagnik, CEO, MOMS Outdoor, said the Living Billboard demonstrates how outdoor media can create real-world impact by combining scale, innovation, and purpose while encouraging public participation in sustainability efforts.
Rajiv Kumar, Vice Chairman, DS Group, noted that sustainability is a long-term responsibility for the organisation and that initiatives such as the Living Billboard contribute to building public awareness and reinforcing the company’s commitment to a greener future.
The campaign reflects an effort to reimagine outdoor advertising as a platform for environmental dialogue, community participation, and sustainable action.
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