Chupps Footwear, a homegrown Indian open-footwear brand, has unveiled what it claims to be the country’s first biodegradable billboard in Bandra, Mumbai. The installation is part of a new multimedia campaign to promote the brand’s latest product line—sliders that biodegrade within 24 months after being discarded in a landfill environment.
The 20 feet by 10 feet billboard, conceptualised by INTO Creative, has been constructed entirely from biodegradable materials. The structure replaces traditional iron and tin frameworks with bamboo. The slider and backdrop are made from a mixture of mud, clay, cow dung, hay and sawdust. Fresh limestone has been used to write the headline instead of conventional paint.
The materials are designed to disintegrate naturally during rainfall, leaving behind only the bamboo framework. The collapse is expected to occur organically, with onlookers possibly witnessing the process in real time.
Santosh Padhi (Paddy), Founder & Chief Creative Officer, INTO Creative, said, “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, 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, founded earlier this year, operates on a philosophy of identifying the Big Directional Idea — a concept that goes beyond a tagline and forms the foundation of a brand’s identity. Chupps has worked with the agency since its inception, focusing on building brand narrative alongside product innovation and expanding its retail presence.
