DS Group has extended its ‘Living Billboard’ green plantation initiative to Mumbai, following its earlier rollout in Delhi. The campaign is designed as an awareness-led sustainability intervention that combines outdoor media scale with live plantation to encourage public participation in environmental action.
The Mumbai installation has been positioned on the Western Express Highway near the Bandra Worli Sea Link toll plaza, placing the initiative within one of the city’s most high-traffic corridors. The structure comprises a large-scale billboard created using 3,500 living plants, transforming conventional out-of-home advertising into a green, ecological display.
The format builds on the concept of a ‘living billboard’, where vegetation replaces traditional printed or digital creatives. This approach is intended to deliver both visual impact and environmental messaging simultaneously, reinforcing the importance of urban greening in high-density cities.
The initiative is part of DS Group’s broader sustainability communication strategy, which aims to move beyond corporate messaging into participatory public engagement. By situating the installation in a highly visible urban location, the brand seeks to convert everyday commuter exposure into environmental awareness and behavioural influence.
The campaign reflects a growing trend in purpose-led outdoor advertising, where brands integrate sustainability into media formats rather than treating it as a separate narrative. The scale and placement of the installation are intended to maximise visibility while embedding the message within daily urban routines.
Rajiv Kumar, vice chairman, DS Group said, “For DS Group, sustainability is an enduring responsibility, not just an initiative. With critical global dialogues 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.”
The campaign also aligns with DS Group’s wider environmental and ESG commitments. The company has previously implemented sustainability benchmarks across its operations, including LEED Platinum certification for its headquarters and LEED Zero Carbon certification under USGBC standards. It has also reported a water positivity index of 1.8 across 30 locations in India, reflecting structured environmental performance metrics across its business units.
Beyond corporate sustainability reporting, the ‘Living Billboard’ initiative represents a consumer-facing expression of these commitments. By converting a traditional advertising medium into a plantation-driven installation, the campaign merges brand visibility with environmental advocacy.
The Mumbai extension builds on the earlier Delhi activation, signalling continuity in the campaign’s rollout strategy across major metropolitan centres. It also reflects a longer-term approach to sustaining visibility for green initiatives in high-footfall urban environments.
Overall, the initiative positions DS Group within a growing segment of FMCG and diversified corporations leveraging experiential outdoor media to communicate sustainability. The use of living installations in premium urban locations underscores an evolving intersection of branding, public engagement and environmental messaging.
