It took four days to mount this new 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, 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.
Every year, the world produces over 92 million tonnes of fashion waste, with most shoes taking 50–100 years to decompose. India, one of the largest footwear markets globally, is also a major contributor to post-consumer waste. By pioneering “everyday footwear engineered to disappear,” Chupps is flipping the script on sustainability—proving that style and comfort don’t have to come at the planet’s expense.
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. We use technology that brings comfort and style that’s truly responsible, for our customers’ health and for the Earth. With this campaign, we want to start a conversation about endings – of products, of campaigns, and of waste. Because designing for endings is the only way to ensure a new beginning for our planet.”
Santosh Padhi (Paddy), Founder & Chief Creative Officer, INTO Creative, added, “We chose to highlight what truly sets Chupps apart for the consumer, biodegradability. As India’s leading open-footwear brand, to go fully biodegradable, it was important for us to bring that promise to life in a tangible way. So, we built the billboard itself entirely from biodegradable materials. Setting up this billboard with all its organic components was a huge challenge, but thanks to the execution team, we managed to pull it off beautifully.”
Why It Matters
Fashion contributes 8–10% of global carbon emissions, more than aviation and shipping combined. The waste generated by the industry continues to clog our landfills, overstaying its purpose by decades. Recognising this, today’s consumers increasingly demand brands that aren’t just comfortable and stylish, but also affordable, for their wallets and for the planet. With this campaign, Chupps isn’t just making a product; it’s making a point. Fashion doesn’t need to last forever, it just needs to leave gracefully. The biodegradable billboard is a living metaphor. It calls on Gen Z and Millennials to reimagine sustainability not as a compromise, but as an upgrade and the freedom to choose products that look good, feel good, and do good.
About Chupps:
Chupps makes open-toe footwear that doesn’t ask you to choose between comfort, style, and sustainability. Chupster uses Bio Foam made from TruZero™️, a proprietary material that breaks down within two years of disposal in a landfill environment. Real cushioning. Actual heel support. Designed for wherever you go – indoors, outdoors, or in between. For more information, visit www.chupps.com or follow @chuppslife on Instagram and Facebook.
Media Contact: marketing@chupps.com
About INTO Creative:
Into Creative is a Mumbai-based creative agency offering end-to-end brand solutions, design, and strategy. The six founding members bring eclectic skills and perspectives, united by their shared passion for collaboration and impactful ideas. The team’s philosophy centers around uncovering the Big Directional Idea — a concept that transcends a tagline to become the foundation of a brand’s identity.
