TATA-owned online grocery platform bigbasket has unveiled a series of plant-based billboards in Bengaluru, Hyderabad, and Delhi as part of its broader sustainability agenda. Strategically installed at bus shelters across key urban locations, the initiative seeks to integrate environmental messaging into everyday public infrastructure, while showcasing the company’s continued efforts to reduce its carbon footprint.
The billboards quantify the impact of bigbasket’s electric vehicle (EV) adoption by drawing parallels with prominent urban green spaces. Similar installations in Hyderabad and Delhi equate carbon savings to the creation of 4 KBR National Parks and 35 Lodhi Gardens, respectively, offering residents a familiar and regionally resonant frame of reference.
According to Raagaleena Sripada, Marketing Head – Retail at bigbasket, the campaign was designed to convey the company’s sustainability impact in a manner that is authentic and visually engaging. “We did not want to make a loud statement. We wanted the initiative to speak for itself,” she noted.
The campaign was conceptualized by Talented and implemented in collaboration with Signpost, bigbasket’s outdoor media agency. Creative leads Amith Nair and Udit Joshi explained that the shelters were designed with a conscious intent to make the medium reflect the message, aligning form with function in an organic urban context.
Each shelter features a QR code that directs the public to bigbasket’s Green Report 2024–25, which outlines several key environmental milestones achieved over the past year:
- Integration of 7,431 electric vehicles into the delivery fleet, accounting for one-third of all deliveries and helping avoid approximately 15,000 tonnes of carbon emissions in 2024.
- Installation of solar panels across 25 warehouses, generating 466 MWh of clean energy monthly and reducing emissions by 3,289 tonnes.
- Recycling of over 100 tonnes of plastic waste through sustainable packaging and logistics practices.
- Support extended to more than 7,000 organic farmers via decentralized collection systems, aimed at promoting sustainable agricultural practices.
- Introduction of a circular packaging initiative, allowing customers to return used delivery bags and cardboard boxes with their next order.
In a further demonstration of its commitment to inclusivity and responsible branding, bigbasket also collaborated with the Indian Mouth and Foot Painting Artists Association (IMFPA). As part of this initiative, artist Nadeem Shaikh created a painting representing the brand’s sustainability journey, which has been adapted into greeting cards distributed to customers. These cards also include a QR code linking to the detailed Green Report.
Through this initiative, bigbasket reaffirms its position as a responsible corporate entity, actively contributing to the creation of a more sustainable and environmentally conscious urban ecosystem.
