Goa: Tribes Communication created history at the ABBY Awards 2026 by winning the Media Grand Prix for “The Barefoot Journey,” a campaign developed for Kansai Nerolac Paints.
With this recognition, Tribes became the first independent network to receive the Media Grand Prix at the ABBY Awards Powered by One Show, marking a significant milestone for independent agencies within India’s advertising and media landscape.
“The Barefoot Journey” emerged as the only Media Grand Prix winner across categories this year, standing out for its culturally rooted storytelling and experiential media approach. The campaign transformed Kansai Nerolac’s heat-reflective coating product, Nerolac Perma NoHeat, into a real-world public intervention designed to address the discomfort faced by barefoot devotees during peak summer heat.
As part of the initiative, pathways across multiple temples in Southern India were coated with the heat-reflective solution, reportedly reducing surface temperatures by up to 15°C and offering immediate relief to visitors walking barefoot.
Rather than relying on conventional advertising, the campaign allowed consumers to physically experience the product benefit firsthand, converting a functional proposition into a culturally resonant and emotionally engaging brand experience.
The campaign was recognised for demonstrating how thoughtful media strategy and human-centred storytelling can drive meaningful impact at scale while remaining deeply intuitive and relevant to local cultural contexts.
Speaking on the recognition, Gour Gupta, Chairman Tribes said, “This win means a lot because it validates the power of ideas that people can actually feel. ‘The Barefoot Journey’ was never designed as an advertising stunt. It came from a simple human truth that sometimes the strongest communication is not what you say, but what people experience themselves. Winning the Media Grand Prix at ABBY’s is a proud moment not just for Tribes, but for independent Indian agencies that are building globally competitive work rooted in culture, empathy and real impact.”
The recognition further reinforces Tribes’ positioning as one of India’s leading integrated communications networks, with a focus on combining creativity, culture, technology, and immersive brand experiences.
The ABBY Awards 2026, held as part of Goafest, are organised by The Advertising Club and Advertising Agencies Association of India in partnership with The One Club for Creativity, and are regarded among the most prestigious honours in Indian advertising and media.
