The initiative powerfully reinforced the brand’s purpose of designing solutions that protect, inspire, and elevate lives.
Mumbai: Kansai Nerolac Paints Limited (KNPL), one of the leading paint companies in India, in collaboration with Tribes Communication, has won Gold at the prestigious Golden Award of Montreux 2025. The recognition, under the Ambient Media category, celebrates their impactful initiative ‘Dukan It Yourself’ launched at the Maha Kumbh Mela.
At one of the world’s largest congregations, where local vendors often struggle for visibility amid large retailers and visual chaos, Kansai Nerolac stepped in with a simple yet powerful solution. Foldable, larger-than-life shade cards transformed makeshift vendor spaces into vibrant, branded customisable retail shops complete with displays, signage, counters, shelves and more utilities. The initiative gave small vendors a clear identity, helping them stand out, attract more footfall and improve their livelihoods.
These innovative retail shops doubled as high-impact brand touchpoints. The results were significant: double digit month-on-month sales growth in Uttar Pradesh during activity period, increase in spontaneous brand recall and over 4.1 million digital views. The eco-conscious design also achieved an 89% reduction in emissions compared to conventional MDF-based setups – underscoring Kansai Nerolac’s commitment to sustainable innovation.
The initiative powerfully reinforced the brand’s purpose of designing solutions that protect, inspire, and elevate lives – transforming spaces, supporting communities, and reducing environmental impact all at once.
Ramakrishna Naik, Chief Marketing Officer, Kansai Nerolac Paints Limited said, “We are honoured to receive this international recognition at the Golden Award of Montreux for ‘Dukan It Yourself’. Maha Kumbh Mela is a symbol of India’s rich spiritual and cultural heritage. ‘Dukan It Yourself’ was an initiative to celebrate this legacy with colour, creativity and community collaborations. This award is a testament to our commitment in creating culturally inspired and impactful experiences that resonates with people and highlights the dedication of our entire team.”
Gour Gupta, Chairman and Managing Director of Tribes Communication, added, “We are proud to partner with Kansai Nerolac to bring alive this magical concept on the world’s biggest stage – the Mahakumbh. This recognition belongs to every street vendor who became part of this journey, and to the incredible team that brought it to life. With Kansai Nerolac, we didn’t just use colour—we transformed it into a symbol of visibility, dignity, and creativity. At the Mahakumbh, we gave a platform to voices often left unheard, showing that when ideas are deeply rooted in culture, they can resonate far beyond their origin. Winning Gold at Montreux is not just a celebration of creativity on the global stage—it’s a powerful reminder that local stories, when told with honesty and heart, can leave a lasting global impact.”
Held annually in Montreux, Switzerland, the Golden Award of Montreux is recognised as one of Europe’s most prestigious awards in the creative industry. Kansai Nerolac’s achievement marks a significant moment for Indian creativity, earning it recognition on the global stage. This win adds to Kansai Nerolac’s growing portfolio of global accolades and further cements its position as an innovator in experiential brand communication.
