Soleful Innovation: Chupps Steps Up Sustainability with a Washable Billboard

Image Source: afaqs

Footwear brand Chupps has unveiled India’s first biodegradable and washable billboard in Bandra, Mumbai, to promote its eco-friendly sliders. Made from bamboo, clay, hay, and natural rope, the billboard reflects the brand’s commitment to sustainability and mirrors its product philosophy—footwear that decomposes naturally within 24 months of disposal.

Billboard That Washes Away Waste: Chupps’ Eco-Friendly Innovation Turns Heads in Mumbai

In a striking blend of advertising and environmental activism, homegrown footwear brand Chupps has launched India’s first biodegradable and washable billboard in Bandra, Mumbai. The campaign, executed in collaboration with INTO Creative, is part of Chupps’ larger push to redefine fashion sustainability and raise awareness about the environmental impact of footwear waste.

Key Highlights from the Campaign:

Biodegradable Billboard Materials

The billboard is crafted entirely from bamboo, clay, sawdust, hay, and natural rope.

It is designed to disintegrate naturally when exposed to rain, symbolizing the brand’s biodegradable footwear line.

Product Philosophy in Action

Chupps’ new range of biodegradable sliders is engineered to decompose within 24 months of disposal.

The billboard mirrors this ethos, making the medium part of the message.

Environmental Context

Founder Yashesh Mukhi highlighted that 95–98% of global footwear ends up in landfills, taking 200 to 1,000 years to decompose.

India alone contributes 2.6 billion pairs annually, underscoring the urgency for sustainable alternatives.

Target Audience and Pricing

The brand aims to reach young, urban consumers who value sustainability but seek affordable options.

Chupps offers biodegradable footwear at conventional prices, breaking the myth that eco-friendly means expensive.

Creative Collaboration

The campaign was conceptualized by Santosh Padhi’s INTO Creative, marking one of the agency’s first high-profile projects.

The billboard is part of a multimedia rollout, including digital and influencer-led promotions.

Impact and Reception

The billboard has sparked conversations around fashion waste, with influencers and eco-conscious consumers applauding the initiative.

It’s a visible statement about invisible waste, challenging traditional advertising norms.

Chupps’ campaign is a refreshing example of purpose-driven branding, where innovation meets impact—and where even a billboard can walk the talk.

Sources: afaqs, Campaign Brief Asia

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