Chupps Unveils India’s First Washable and Biodegradable Billboard to Promote Sustainable Footwear

Chupps makes a bold sustainability statement with a washable, biodegradable billboard in Mumbai that naturally disintegrates in rain, reflecting its eco-friendly footwear designed to break down in 24 months.

Footwear brand Chupps introduced India’s first biodegradable billboard in the Chappal industry, located in Mundavli, Mumbai. into creative conceived the unique billboard, which is made of bamboo, clay, sawdust, hay and cow dung. Everything iron and tin (used in traditional billboards) is replaced. The headline is carved and etched in fresh limestone instead of paint.

What makes this installation unique is that it is made to disintegrate in the rain to highlight their new biodegradable footwear range, ‘True Zero’ which decomposes in 24 months when disposed of in a landfill. This is the first ‘living billboard’ and it signifies Chupp’s commitment to reducing the waste generated by fast fashion. This is particularly important in the footwear industry– a pair of shoes can take up to 100 years to decompose.

The campaign demonstrates responsible product design and marketing, which Chupps is proudly promoting. The biodegradable billboard provokes a new thought about waste and the ecological message is promoted in a creative and tactile way.

Chupps is a brand focusing on on-trend styles, at an accessible price point, and affordability, when we endorse a the-first-living billboard. The brand is changning the norm of graphic style over substance.

This initiative demonstrates how brands can show genuine and creative communication regarding their environmental accountability in a rapidly developing market.