Mumbai, India – What if endings weren’t about loss, but about returning to where it all began? That profound question lies at the heart of Chupps’ latest multimedia campaign for its new 100% biodegradable Chupster range. The campaign takes a bold, human-centered approach to sustainability — connecting the cycle of life to the brand’s vision of creating products that truly return to nature.
Conceptualized by INTO Creative, the four-film ad series delivers a thought-provoking visual metaphor that parallels the natural cycle of human life with Chupster’s design to biodegrade completely within 24 months of disposal. Through this evocative storytelling, Chupps invites viewers to reimagine sustainability — not as a trend, but as a return to nature’s original intent.
Designing for Endings: Chupps’ Philosophy in Motion
The new campaign marks the next chapter in Chupps’ commitment to “designing for endings” — a philosophy that has shaped its previous innovations, including biodegradable billboards and eco-engineered footwear.
“At Chupps, we believe sustainability isn’t about doing less harm — it’s about restoring balance,” said Yashesh Mukhi, Founder of Chupps Footwear.
“The consumer industry in India is growing rapidly, as is the threat of climate ruin. It’s our responsibility to plan for the end-of-life of the products we create, not to leave behind waste that outlives its welcome,” he added.
“The Chupster range is designed to return to the earth as naturally as we do. This campaign brings that truth to life in a way that’s raw, human, and deeply moving — a reminder that everything we create should have an end as graceful as its beginning.”
A Bold Creative Vision: Sustainability Meets Storytelling
Helmed by Santosh “Paddy” Padhi, Founder and Chief Creative Officer at INTO Creative, the campaign stands out for its fearless creative direction. Paddy not only wrote and co-directed the films but also infused them with striking symbolism, blending fashion with mortality to underscore the inevitability — and beauty — of endings.
“Chupps has always led sustainability storytelling from the front,” said Paddy. “Being fashionable today means being brave and purpose-driven. The biodegradable Chupster range is a true differentiator in the footwear category — and we wanted to communicate that in a dramatic, memorable way. So we decided to blend the harsh reality of life — a funeral — with fashion, to make the point about a 100% biodegradable series truly stick.”
He further credited his long-time collaborator Amol Jadhav and his production team for helping bring the vision to life despite challenging conditions.
“Without Amol and his incredible production unit, it would have been impossible to deliver these films under the constraints we faced. Their creative and logistical support was invaluable,” Paddy added.
Cinematic Craftsmanship and Poetic Depth
Each of the four ad films offers a distinct visual narrative while maintaining a cohesive philosophical thread. Shot in the interiors of Satara, Maharashtra, the campaign achieves a cinematic richness and organic realism that deepens its emotional impact.
Adding another layer of artistry, the films feature lyrics by the late Khwaja Fariduddin Ganjshakar, whose poetic verses enhance the campaign’s spiritual tone and message of renewal. The lyrical depth beautifully complements Chupps’ message that sustainability, at its core, is a cycle of giving back to the earth.
Launched on World Soil Day: A Tribute to the Planet
The Chupster campaign launched on December 5th, World Soil Day, symbolically underscoring Chupps’ environmental ethos. The campaign is running across digital platforms, social media, and cinema screens through December and January, ensuring broad visibility and engagement.
Following its digital rollout, Chupps plans to extend the campaign with interactive community initiatives, exploring the philosophy of “designing for endings” — encouraging consumers to think about sustainability not just as an act of consumption, but as a conscious, cyclical relationship with the planet.
Redefining Sustainability in Indian Footwear
With the Chupster range, Chupps continues to redefine what eco-conscious fashion means in India. Its 100% biodegradable footwear is not just a design milestone but a statement of purpose — an invitation to the consumer industry to rethink its long-term impact on the environment.
From its materials to its messaging, Chupps is proving that style and sustainability can coexist — and that responsible design can also be beautiful, meaningful, and deeply human.
As the campaign poignantly reminds us, true sustainability begins and ends with nature
