Chupps Footwear has introduced a new multimedia campaign to promote its 100% biodegradable Chupster range. Developed by INTO Creative, the four-film series uses a narrative linking the natural cycle of life with the product’s ability to biodegrade within 24 months of disposal. The campaign aims to present sustainability as a process of returning materials to the earth.
The series continues Chupps’ focus on designing products with their end-of-life impact in mind, a direction evident in earlier initiatives such as biodegradable billboards and redesigned 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, 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.”
Santosh Padhi, (Paddy) Founder & Chief Creative Officer, INTO Creative, who wrote and co-directed the films, said, “Chupps has always led sustainability storytelling from the front, being fashionable means being brave and edgy. This biodegradable series is one of the biggest differentiator 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.”
Paddy added, “Without the creative support of dear friend Amol Jadhav and his amazing production unit it was impossible to deliver these films with all the constraints we had and also faced during the shoot.”
The four films were shot in the interiors of Satara, Maharashtra. The lyrics used in the series are by the late Khwaja Fariduddin Ganjshakar.
Launched on 5 December to coincide with World Soil Day, the campaign is running across digital platforms, social media, and cinema screens through December and January. It will be followed by community engagements discussing the concept of “designing for endings.”
