INTO Creative and Chupps Footwear are making a bold environmental statement with the launch of India’s first biodegradable billboard in Bandra, Mumbai. The activation introduces Chupps’ new line of 100% biodegradable sliders and marks one of the first high-profile campaigns from INTO Creative, the newly launched agency led by Indian advertising legend Santosh Padhi.

A billboard designed to disappear

Unlike traditional billboards that remain long after the message fades, this installation is engineered to disintegrate naturally when it rains. The concept mirrors Chupps’ newest product innovation: sliders that biodegrade within 24 months once discarded in a landfill environment.

The billboard makes a powerful visual statement about invisible waste. In a city dominated by digital screens, vinyl, iron, and tin structures, this earthy, organic creation stands out as a reminder that sustainability can extend all the way to the medium itself.

Crafted entirely from natural materials

The installation took four full days to build and measures 20 feet by 10 feet. Every material used is biodegradable. The supporting structure is crafted from bamboo instead of industrial metals, while the giant slider and backdrop are made from a blend of mud, clay, cow dung, hay, and sawdust — all chosen for their ability to break down naturally during the monsoon.

Even the headline stays true to the theme: written using fresh limestone instead of synthetic paint. When the rains arrive, the natural materials will slowly dissolve and collapse, leaving behind only the bamboo frame. A few passersby may even witness the transformation happening live.

Grounded, intentional design in a digital-led landscape

At a time when metro cities are dominated by high-tech and digital billboards, INTO Creative deliberately chose a more grounded, tactile approach. The goal was not to compete with the noise of LED screens, but to cut through it by being raw, real, and rooted in craft.

As Santosh Padhi (Paddy) explains:

“To bring the biodegradability brief to life, we created a billboard that directly reflects the brand’s offering — one built entirely from biodegradable material. Setting it up with only organic materials was a huge challenge, but our team pulled it off beautifully. And during this festive season, we wanted to remind consumers to be kind to the planet.”

A symbolic step toward responsible outdoor advertising

This biodegradable installation is more than a creative stunt — it’s a message of responsibility. By designing media that vanishes naturally, Chupps and INTO Creative highlight the possibility of producing low-impact, high-visibility campaigns that align with modern sustainability expectations.

As India’s OOH landscape grows more technologically advanced, this campaign demonstrates that innovation can also mean returning to materials that work with the planet, not against it.

Final thoughts

With this groundbreaking activation, INTO Creative and Chupps Footwear set a new benchmark for eco-conscious communication. Their biodegradable billboard delivers a striking message: impactful advertising doesn’t need to leave a lasting footprint — sometimes, the most powerful ideas are the ones that disappear.