Chupps Footwear has unveiled a biodegradable billboard in Bandra, Mumbai. Conceptualized by INTO Creative, the installation is designed to disintegrate naturally when it rains, reflecting the brand’s new biodegradable footwear line that decomposes within 24 months in a landfill environment.
The billboard, which took four days to mount, is made entirely from biodegradable materials. It features a bamboo frame instead of iron or tin and uses mud, clay, hay, and sawdust for the slider and backdrop. The headline is written with fresh limestone rather than white paint. When rain arrives, the billboard will collapse, leaving only the bamboo skeleton behind.
“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,” said a release.
It added that the initiative highlights the problem of fashion waste, which amounts to over 92 million tonnes globally each year. Most shoes take between 50 and 100 years to decompose, and India remains a major contributor to post-consumer waste.
“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,” said Yashesh Mukhi, Founder of Chupps,.
“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.”
Fashion is responsible for 8–10% of global carbon emissions, surpassing the combined total from aviation and shipping. The waste generated by the industry continues to fill landfills, lasting far beyond its purpose.
