Chupps Footwear, in partnership with INTO Creative, has launched a powerful new campaign that reframes sustainability through an emotional, human lens. The multimedia effort introduces the brand’s fully biodegradable Chupster range-an extension of Chupps’ philosophy of “designing for endings.”
Video (Soil) : https://www.youtube.com/watch?v=yacrVLQOwWI
Video (Earth) : https://www.youtube.com/watch?v=HDDjW_hcikE
Video (Fire) : https://www.youtube.com/watch?v=TNhvCll5eNM
Video (Water) : https://www.youtube.com/watch?v=tqghwsTR_Gc
Positioned as a brave departure from typical eco-messaging, the campaign poses a simple yet profound question: What if endings weren’t about loss, but about returning to the beginning? This idea becomes the thematic anchor for the films, presenting sustainability not as a marketing angle but as an intrinsic part of the human experience.
The campaign builds on Chupps’ earlier initiatives, including biodegradable billboards and sustainably engineered footwear. “Sustainability isn’t just about reducing harm; it’s about restoring balance,” said Yashesh Mukhi, Founder, Chupps Footwear. “With consumerism rising rapidly in India, it’s critical to plan for a product’s end-of-life. The Chupster range is made to return to the earth as naturally as we do. This campaign captures that truth in a raw, honest and deeply human way.”
Crafted and co-directed by Santosh Padhi (Paddy), Founder and CCO at INTO Creative, the films blend fashion with an uncompromising portrayal of life’s finality to emphasise the significance of true biodegradability. Shot across the scenic interiors of Satara, Maharashtra, the four films-Soil, Earth, Fire, and Water-draw inspiration from the writings of Khwaja Fariduddin Ganjshakar, lending poetic depth to the narrative.
Released on World Soil Day (December 5), the campaign will run through December and January across digital, social and cinema platforms. It will be followed by community-led conversations around “designing for endings,” a principle central to Chupps’ product innovation and brand ethos.
