Mumbai: In a striking statement for sustainability and a never-seen-before move, Chupps Footwear, India’s homegrown open-footwear brand, has unveiled India’s first biodegradable billboard in Bandra, Mumbai, making a visible statement about invisible waste. Unlike traditional billboards that linger long after the message fades, this one is designed to disintegrate naturally when it rains, mirroring the brand’s latest innovation: footwear that biodegrades in just 24 months once discarded in a landfill environment.
It took four days to mount this new 20 feet x 10 feet billboard in Bandra, Mumbai. Made entirely of biodegradable materials, it features a massive bamboo structure; replacing the usual iron and tin structures and uses a mixture of mud, clay, cow dunk, hay, and sawdust to build the giant slider and backdrop. The headline is written with fresh limestone instead of regular white paint. At some point, when it rains, the natural materials used to make this billboard will disintegrate and collapse, leaving behind only the bamboo skeleton. A few lucky onlookers might even witness the transformation live.
Santosh Padhi (Paddy), Founder & Chief Creative Officer, INTO Creative, added, “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. While metro cities today are dominated by digital and tech-led billboards, we chose to stay earthy and grounded, creating something so simple yet so striking that it communicated the brand message at first glance. 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.”
Yashesh Mukhi, Founder of Chupps, said, “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 endings — of products, of campaigns, and of waste. Paddy and the team cracked an imaginative way to bring this to life, all while keeping the communication simple and engaging.”
INTO Creative was founded earlier this year, with the philosophy that centers around uncovering the Big Directional Idea — a concept that transcends a tagline to become the foundation of a brand’s identity. And Chupps has partnered with them since then, consistently building the brand’s narrative as it amps up its product portfolio and innovation pipeline while strengthening its retail footprint.
