Tanya Singh, New Delhi
There's always more to nostalgia than just sepia photos, laughing children, picnics and bell bottom pants- there's "the Greenery back then.." now. Vaguely an elder in the family will recall how green those old streets were which now thrive with towering shopping malls, bars and cafés instead. Each year, one such day would bring concrete jungles together in an effort to bring those "greener hey days" back- World Environment Day. Marked on the 5th of June, this day acknowledged worldwide, strives to encourage global awareness and action for the protection of our environment. Each year, WED has a new theme (Marine life, endangered animals, natural resources, pollution etc) that major corporations, NGOs, communities, governments and celebrities around the world adopt, to advocate environmental causes.
Lodha Group, India's premier real estate developer is doing its bit to protect the environment, through many projects that provide world- class lifestyle by placing emphasis on environment sustainability.
Advertising doesn't get much greener than this! Promoting WED, Lodha Group has recently unveiled a 20x20 feet billboard, at a prime location in South Mumbai, which is majorly covered with plants and absorbs air pollution. The smart and effectual message that the billboard adorns conveys - Our Residents include CEOs, socialite and over 34,000 trees. 1000+ real saplings were installed, covering the billboard's major surface to create a vertical garden set-up, making this a one of a kind green initiative in contemporary times.
In light of this green and creative enterprise, Jayesh Yagnik, COO MOMS Outdoor Media Solutions, shares, "These days many projects that provide world- class lifestyle by placing emphasis on environment sustainability, however we wanted to be distinctive and uniquely convey the message for Lodha as a brand and what better way to design an exclusive billboard that actually pulled off multiple communication-promote the brand and send a message of concern for the environment at the same time. One of a kind Billboard in the city that uses live plants on its surface to promote environmental day , It is environmental initiatives executed by the Lodha to endeavor environmental sustainability that Lodha as a brand accomplishes in their various properties."