Chupps’ biodegradable billboard meets its purpose

In September, Chupps Footwear, India’s homegrown open-footwear brand, introduced the country’s first-ever biodegradable billboard – a campaign designed to demonstrate the same principle as its new biodegradable footwear range, which decomposes within 24 months in a landfill. 

On October 16th, that concept came full circle. As rain finally hit Mumbai, the billboard began to naturally dissolve, just as intended. The surface materials, made entirely from biodegradable components, started to break down, leaving behind no residue or waste. 

The moment was captured in a short video that has since gained attention online, showing the installation disintegrate in real time – a rare example of an outdoor campaign literally completing its life cycle. 

Chupps’ initiative was created to draw attention to the environmental impact of advertising materials, which often remain long after campaigns end. By using eco-friendly media that physically returns to nature, the brand showcased how sustainability can be built into every stage of communication – from product design to the medium used to promote it. 

Executed in Mumbai, the biodegradable billboard reflects a growing shift among Indian brands toward responsible, low-impact advertising – where innovation meets accountability, and ideas are designed to disappear when their job is done.