Chupps Footwear launches multimedia campaign for biodegradable Chupster range

India — Chupps Footwear has launched a new multimedia campaign for its 100% biodegradable Chupster range, highlighting sustainability through a series of four short films. 

Conceptualised by INTO Creative, the campaign draws a visual parallel between the natural cycle of life and the product’s design, which is intended to fully biodegrade within 24 months of disposal.

The films explore the idea of ‘returning to where it all began’ using striking imagery to connect human life with product life cycles. The campaign reflects Chupps’ broader approach to sustainability, which has included initiatives such as biodegradable billboards and responsibly engineered footwear.

“At Chupps, we believe sustainability isn’t about doing less harm, it’s about restoring balance. The consumer industry in India is growing at an unprecedented pace, as is the threat of climate ruin. It is therefore incumbent upon us to plan for the end-of-life of the products we create, as opposed to leaving a legacy that far outlives its welcome,” said Yashesh Mukhi, founder of Chupps Footwear. 

“The Chupster range is designed to return to the earth as naturally as we do. This campaign brings that truth to life in a way that’s raw, human, and deeply moving. It’s a reminder that everything we create should have an end as graceful as its beginning,” Yashesh added.

Santosh Padhi, founder and chief creative officer of INTO Creative, who co-directed and wrote the films, added, “Chupps has always led sustainability storytelling from the front, being fashionable means being brave and edgy. This biodegradable series is one of the biggest differentiators of the brand in the footwear category which needed to be communicated in a very dramatic and memorable way, we decided blend in a harsh reality of life, funeral with fashion to deliver the message to make the point about 100% biodegradable series stick.”

The films were shot in interiors of Satara, Maharashtra, and feature lyrics by the late Khwaja Fariduddin Ganjshakar. The campaign, which launched on December 5 to coincide with World Soil Day, will run across digital platforms, social media, and cinema screens through December and January, accompanied by interactive community engagements exploring the philosophy behind “designing for endings.