In a bold and refreshing step toward sustainability, Chupps Footwear, India’s homegrown open-footwear brand, has launched the country’s first biodegradable billboard in Bandra, Mumbai. The unique installation, created in partnership with INTO Creative, highlights the brand’s new range of 100% biodegradable sliders and sends a strong message about reducing fashion waste.
Unlike traditional billboards that linger for years after their purpose is served, this innovative one is built entirely from biodegradable materials and is designed to naturally disintegrate when it rains. The idea reflects Chupps’ new footwear innovation — sliders that biodegrade within 24 months once discarded in a landfill environment.
The 20-by-10-foot billboard took four days to construct and is made with a bamboo framework, replacing the usual iron and tin structure. The display itself uses a mix of mud, clay, hay, and sawdust, while the headline is written using natural limestone instead of regular paint. Over time, the billboard will break down completely, leaving behind only the bamboo skeleton — symbolizing the beauty of disappearing responsibly.
Speaking about the campaign, Santosh Padhi (Paddy), Founder and Chief Creative Officer of INTO Creative, said:
“To bring Chupps’ biodegradable innovation to life, we decided to stay true to the idea — by making the billboard itself biodegradable. While today’s cities are filled with flashy, tech-led billboards, we wanted to stay rooted and real. It was challenging to build entirely from organic materials, but our team executed it beautifully. During this festive season, we also wanted to remind people to be kind to the planet.”
The message is clear — fashion doesn’t have to last forever to make an impact. Each year, the world produces nearly 92 million tonnes of fashion waste, and most shoes take 50–100 years to decompose. As one of the largest footwear markets, India contributes significantly to post-consumer waste. With this campaign, Chupps is showing that comfort, design, and responsibility can go hand in hand.
Yashesh Mukhi, Founder of Chupps, shared:
“The future of fashion won’t be defined by how long it lasts, but by how gently it leaves. Our products are made with love — for our customers and for the planet. This campaign is about endings — the end of products, of campaigns, and of waste. Because when we design with endings in mind, we create better beginnings for the Earth.”
This campaign is not just about a billboard — it’s a living metaphor for sustainable design. It asks consumers, especially Gen Z and Millennials, to rethink sustainability not as a compromise but as an upgrade — where style, comfort, and care for the planet coexist.
Founded earlier this year by creative legend Santosh Padhi, INTO Creative India aims to uncover the “Big Directional Idea” — a concept that becomes the foundation of a brand’s purpose. Their collaboration with Chupps continues to build a strong brand story rooted in innovation, responsibility, and creativity.
With this biodegradable billboard, Chupps and INTO Creative have not only created a campaign — they’ve set a new benchmark for eco-friendly advertising in India.
