India — Open-footwear brand Chupps Footwear has unveiled what it calls the country’s first biodegradable billboard in Bandra, Mumbai, as part of its new sustainability-driven campaign. The installation, conceptualised by INTO Creative, marks the launch of Chupps’ new range of 100% biodegradable sliders.
The 20-by-10-foot billboard, which took four days to assemble, is made entirely from biodegradable materials, with bamboo framework replacing conventional iron and tin structures. Its main display is also constructed from a blend of mud, clay, cow dung, hay, and sawdust, while the headline has been written using fresh limestone instead of standard white paint.
Designed to break down naturally when it rains, the billboard is expected to disintegrate over time, leaving behind only the bamboo skeleton, an intentional reflection of the brand’s biodegradable footwear, which decomposes within 24 months in landfill conditions.
Santosh Padhi, founder and chief creative officer of INTO Creative, said, “To bring the biodegradability brief to life, we decided to stay true to the idea by creating a billboard that directly reflects the brand’s offering, one built entirely from biodegradable material.”
Santosh added that while digital and tech-led billboards dominated metro cities, they chose to utilise an earthy and grounded brand message.
“Setting up this billboard using only organic materials was a huge challenge, but thanks to our execution team, we managed to pull it off beautifully. As for the timing of it, during this festive season, we subtly wanted to remind consumers to be kind to the planet,” he narrated.
On the other hand, Yashesh Mukhi, founder of Chupps, added, “The future of fashion won’t be defined by how long it lasts, but by how gently it leaves. Our products are engineered with love, for both our customers and the planet. With this campaign, we want to start a conversation about [the] endings of products, of campaigns, and of waste. “
INTO Creative, founded earlier this year, focuses on developing what it terms the “Big Directional Idea,” a concept that goes beyond a tagline to form the foundation of a brand’s identity. The agency has also been working with Chupps since its inception to shape the brand’s narrative and support its growing product portfolio and retail expansion.
