CHUPPS BRINGS FIRST OF ITS KIND PLANET CONSCIOUS BILLBOARD

AIMS TO RAISE AWARENESS ABOUT FASHION WASTE

- -S&A

A bold step towards fashion engineered to disappear; introduces its new range of biodegradable sliders.

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.