Mumbai: Into Creative, in partnership with Chupps Footwear, emerged as the biggest winners at the IAA Olive Crown Awards 2026, securing top honours across key categories and setting a new benchmark in sustainability-led creative excellence.
Into Creative was named ‘Green Agency of the Year’ and also clinched ‘Green Campaign of the Year’, while Chupps Footwear took home ‘Green Brand of the Year’ and ‘Green Advertiser of the Year’. Together, the duo won a total of 12 awards, including 10 Golds and 2 Silvers—marking the highest single-campaign haul in the awards’ 16-year history. Notably, 10 out of the 15 Gold awards presented this year were secured by the partnership.
The wins spanned multiple categories including Press, TVC/Cinema, Digital and Out-of-Home, along with individual recognitions such as Young Green Writer of the Year (Tiya Padhi) and Young Green Art Director of the Year (Devam More), further highlighting the campaign’s creative and strategic depth.
Launched in 2010 by the International Advertising Association (IAA) India Chapter, the Olive Crown Awards celebrate excellence in sustainability communication, often referred to as “green advertising.” Widely regarded as Asia’s first and only awards dedicated exclusively to sustainability-focused creative work, the platform encourages brands and agencies to go beyond traditional marketing and act as custodians of environmental responsibility.
This year’s edition saw close to 300 entries from around 60 brands, including major agencies such as Ogilvy, VML, FCB and Havas, alongside leading brands like Coca-Cola, The Times of India, The Hindu, Dainik Bhaskar Group and Adani Group.
Speaking about their win, Santosh Padhi, Chief Creative Officer & Founder, Into Creative, said, “We are happy that in the first year of Into Creative, we were able to create such a significant impact by winning a historic dozen-metal haul. These meaningful awards will always remain special for us, as the partnership between Chupps Footwear and Into Creative has helped raise the standards of this kind of work.”
Yashesh Mukhi, Founder, Chupps Footwear, added, “We didn’t set out to win awards. We set out to prove that comfort, design, and sustainability don’t have to be trade-offs. These recognitions tell us that people are noticing and that matters. But the real win is when someone wears Chupps and forgets they’re wearing sustainable footwear. They just know it feels right.”
