MUMBAI, INDIA – What if endings weren’t about loss, but about returning to where it all began? That’s the philosophical heart of Chupps’ latest multimedia campaign launching its 100% biodegradable Chupster range, a bold narrative that connects human life with product truth. Conceptualized by INTO Creative, the four-film ad series delivers a visually compelling metaphor that draws a parallel between the natural cycle of life and Chupster’s design to completely biodegrade within 24 months of disposal. Through this powerful juxtaposition, the campaign invites viewers to rethink sustainability as a return to nature’s original intent.
The ad series marks the next chapter in Chupps’ ongoing commitment to designing for endings, a credo that has guided its innovations from biodegradable billboards to responsibly engineered footwear.
“At Chupps, we believe sustainability isn’t about doing less harm, it’s about restoring balance. The consumer industry in India is growing at an unprecedented pace, as is the threat of climate ruin. It is therefore incumbent upon us to plan for the end-of-life of the products we create, as opposed to leaving a legacy that far outlives its welcome” said Yashesh Mukhi, Founder, Chupps Footwear. “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. It’s a reminder that everything we create should have an end as graceful as its beginning.”
Santosh Padhi, (Paddy) Founder & Chief Creative Officer, INTO Creative, who wrote and also co-directed these films, added, “Chupps has always led sustainability storytelling from the front, being fashionable means being brave and edgy. This biodegradable series is one of the biggest differentiator of the brand in the footwear category which needed to be communicated in a very dramatic and memorable way, we decided blend in a harsh reality of life, funeral with fashion to deliver the message to make the point about 100% biodegradable series stick.”
Paddy also said “Without the creative support of dear friend Amol Jadhav and his amazing production unit it was impossible to deliver these films with all the constraints we had and also faced during the shoot”
The 4 ad films which looks so different to each other are all shot in the interiors of Satara (Maharashtra), which has added a lot of cinematic drama and organic-ness to the story, the beautiful lyrics are by late Khwaja Fariduddin Ganjshakar, which makes the idea lot powerful and meaningful.
The campaign launched on 5th Dec, ‘‘World Soil Day’ will run across digital platforms, social media, and cinema screens through December and January , followed by interactive community engagements exploring the philosophy behind “designing for endings.”
CREDITS
Advertising Agency: Into Creative
Writer / Creative Director: Santosh Padhi (Paddy)
Agency team: Namrata Gosavi, Yogesh Rijhwani, Sahil Parab, Gargi Vegiraju, Ayesha Ghosh, Tania Dey
Director: Amol Jalandhar Jadhav & Santosh Padhi (Paddy)
Production House: Shoot At Sight
Producer: Amol Jalandhar Jadhav
Director of Photography: Amol Jalandhar Jadhav & Kedar Phadke
Editor: Ravi Khandelwal
Music: Shishir Samant
Colorist: Ashirwad Hadkar (Prime Focus)
Executive Producers: Natraj Shinde
