Living Billboards: DS Group & MOMS Outdoor’s 4,000-Plant Billboard at DND Flyway Blends Sustainability with High Impact OOH

India’s outdoor advertising landscape is witnessing a powerful shift—from visibility-driven formats to purpose-led, environmentally conscious innovation. A striking example of this evolution is the living billboard featuring 4,000 plants installed at the DND Flyway, executed by DS Group in collaboration with MOMS Outdoor.

This installation goes beyond traditional hoardings. It blends sustainability, creativity, and high-impact OOH to create a media format that does not just communicate a message—but embodies it.

What Is a Living Billboard?

A living billboard replaces conventional flex or LED surfaces with real, living plants, arranged to form brand visuals, patterns, or messages. These installations actively contribute to the urban environment by improving air quality, reducing heat, and enhancing visual aesthetics.

The DS Group–MOMS Outdoor execution elevates this concept to scale, using 4,000 live plants to create a landmark OOH installation that stands out in one of NCR’s busiest transit corridors.

Living Billboards: Sustainability Meets High-Impact OOH

The DND Flyway installation proves that sustainability and scale can coexist in outdoor advertising.

Unlike symbolic green messaging, this campaign integrates sustainability into the physical structure of the medium itself. The billboard functions simultaneously as:

• A high-visibility branding asset

• A living green wall

• A sustainability statement in public space

As a result, the medium reinforces the message, making the campaign both credible and memorable.

Strategic Location: Why DND Flyway Matters

The billboard is positioned at DND Flyway, one of the highest-traffic arterial routes connecting Delhi and Noida.

This location ensures:

• Massive daily vehicular exposure

• Long dwell time during peak traffic

• Visibility among corporate commuters and urban professionals

Placing a living billboard in such a high-density corridor maximises both impact and conversation value, turning sustainability into a mainstream visual narrative rather than a niche initiative.

Creative Execution and Engineering Innovation

Executing a living billboard at this scale requires more than creative intent—it demands engineering precision.

Key elements of the execution include:

• Modular plant frameworks for structural stability

• Species selection suited to outdoor urban conditions

• Integrated irrigation and maintenance systems

• Load management to ensure safety compliance

MOMS Outdoor’s expertise in large-format OOH enabled the transformation of a complex concept into a durable, compliant, and visually striking installation.

DS Group’s Sustainability Narrative in Action

For DS Group, the living billboard aligns with its broader sustainability and responsible branding philosophy.

Instead of communicating green values through copy alone, the brand chose to demonstrate environmental responsibility physically. This approach resonates strongly with modern audiences who increasingly question surface-level ESG messaging.

By embedding sustainability into a high-impact OOH format, DS Group reinforces trust, authenticity, and long-term brand equity.

Public Perception and Urban Impact

Living billboards naturally attract attention because they break visual monotony. In a city dominated by concrete, steel, and screens, greenery commands instinctive engagement.

The DND Flyway installation:

• Softens the urban visual landscape

• Creates positive emotional response

• Encourages organic social sharing and conversation

Consequently, the campaign generates earned media and word-of-mouth beyond paid exposure.

What This Signals for the Future of OOH in India

This installation reflects a broader shift in Indian outdoor advertising:

• OOH is becoming purpose-driven, not just promotional

• Sustainability is moving from message to medium

• Premium visibility now includes social and environmental value

Living billboards demonstrate how brands can align ESG goals with high-reach formats—without sacrificing impact.

Opportunities for Brands and Cities

Living billboards open new possibilities for both advertisers and urban planners:

• Brands gain differentiation and goodwill

• Cities benefit from greener public spaces

• Media owners create premium, future-ready inventory

As regulations tighten around clutter and emissions, eco-innovative OOH formats may gain preferential acceptance in urban environments.

Challenges and Scalability Considerations

While powerful, living billboards require:

• Higher upfront investment

• Ongoing maintenance commitment

• Careful plant and site selection

However, as sustainable materials and systems become more accessible, scalability will improve—especially for landmark sites and long-duration campaigns.

Conclusion: Advertising That Gives Back

Living Billboards: DS Group & MOMS Outdoor’s 4,000-Plant Billboard at DND Flyway represents a defining moment for Indian OOH.

It proves that outdoor advertising can do more than sell—it can contribute. By blending sustainability with scale, this campaign sets a benchmark for how brands can achieve visibility with responsibility.

In the future of OOH, the most impactful billboards may not just be seen—they may be felt, breathed, and remembered.