The campaign’s success was reflected in its stellar performance at the ABBY.
Mumbai: Kansai Nerolac Paints Limited (KNPL), one of the leading Indian paint companies, has won top honours at the prestigious ABBY 2025, with 1 Grand Prix, 4 Gold, 2 Silver, and 5 Bronze awards. The recognition comes for its groundbreaking Dukaan It Yourself initiative, developed in collaboration with Tribes Communication, which looks at transforming retail spaces and empowering small vendors.
Launched at the Maha Kumbh Mela 2025, the Dukaan It Yourself campaign addressed a critical challenge faced by local vendors, of visibility in crowded marketplaces. Kansai Nerolac’s foldable, larger-than-life shade cards, enabled vendors to convert makeshift stalls into organised retail shops with eye-catching and vibrant displays, signage, and ample storage. The initiative not only enhanced vendor identity but also further helped boost footfalls and improve livelihoods.
The campaign’s success was reflected in its stellar performance at the ABBY. Over the course of three days, Kansai Nerolac secured wins in multiple categories, including OOH, Design, Branded Content and Entertainment, Public Relations, and Design. The winning streak culminated with a Grand Prix, in Brand Activation and Promotions (FMCG – Personal Care, Homecare, Healthcare & Others), on day 3. Its award tally further included Gold in Best Use of Experiential Events, Creative Positioning via Events, OOH (Ambient Media), and Small Budget, Big Impact Marketing. The tally concluded with two silvers and five bronze awards, among others, further solidifying its impact.
Ramakrishna Naik, Chief Marketing Officer, Kansai Nerolac Paints Limited, said, “Dukaan It Yourself is more than a campaign for us at Kansai Nerolac. We look at it as a movement that celebrates and champion’s entrepreneurship, creativity, and community upliftment, which makes this awards sweep even more meaningful. Winning at ABBY 2025 is a testament to our commitment towards innovation and in creating impactful experiences that resonate with people. It also is a recognition of the dedication and hard work of the team.” “We launched the initiative at Maha Kumbh Mela 2025, with the purpose of contributing in a small yet meaningful way at the most iconic symbol of India’s rich spiritual and cultural heritage. These awards validate our efforts and are an honour that reinforces the impact we aimed to achieve”, he added.
Gour Gupta, Managing Director & Chairman, Tribes Communication said, “We didn’t set out to win the most awards, we set out to solve a problem for a brand that trusted us. At Tribes, we’ve always told stories that are proudly Indian, in colour, character, and conviction. As an independent agency, we pour ourselves into every campaign. And when that passion is recognised on such a global stage, it reminds us why we started — to create work that connects, moves, and matters. This is a win powered by partnership. Together, we’ve proven what’s possible when passion meets purpose.”
With over 4.1 million digital views and a double-digit month-on-month sales growth in Uttar Pradesh during the campaign period, Dukaan It Yourself has set a new benchmark in retail activations and brand engagement for Kansai Nerolac. Thanks to eco-conscious designs of the store fronts, it also achieved an 89% reduction in emissions compared to conventional MDF-based setups, reinforcing Kansai Nerolac’s commitment to sustainable innovation.
As Kansai Nerolac continues to push boundaries in brand-led retail innovation and transformation, its multi award win at the ABBY marks yet another milestone in its journey of creating impactful, consumer-centric experiences.
