Chupps Brings First of Its Kind, Planet Conscious Billboard; Aims to Raise Awareness About Fashion Waste

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. Conceptualised by INTO Creative, 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. At the heart of the campaign is a radical idea: if our products can disappear responsibly, so can our promotions. It reinforces Chupps’ commitment to engineering everyday footwear that doesn’t outstay its welcome on Earth. 

 

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.”