In a move for sustainability, Chupps Footwear has rolled out a biodegradable billboard in Bandra, Mumbai. 
 
Conceptualised by Into Creative, the homegrown open-footwear brand, created the installation as a visual metaphor for its latest innovation: footwear that biodegrades within 24 months of being discarded in a landfill. 

Unlike traditional billboards that stay up long after their message fades, this one is built to disappear when it rains.

Spanning 20 feet by 10 feet, the billboard took four days to mount and is made entirely of biodegradable materials. The structure replaces conventional iron and tin with bamboo, while the body is built from a mix of mud, clay, cow dung, hay, and sawdust. Even the headline swaps standard white paint for fresh limestone.

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.”

Santosh Padhi (Paddy), founder and chief creative officer, Into Creative, added, “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."