Dukaan It Yourself.

Vendors at the Kumbh Mela worked from makeshift stalls with no signage, shelving or weather protection, so they were easy to miss.

The paint brand redesigned its display hardware into a low-cost, waterproof, foldable shop with shelves and branded headers that vendors could assemble themselves. Kits were handed out through local Kumbh authorities, giving Nerolac huge visibility without paid media, and the idea was later extended to more markets.