Navi Mumbai based environmental activist Dharmesh Barai was awarded the prestigious ‘Green Crusader of the Year’ title at the 15th Olive Crown Awards, hosted by the India Chapter of the International Advertising Association (IAA), in recognition of his unwavering commitment to ecological restoration and community mobilization in Maharashtra.
Barai, widely known for leading massive environmental drives across coastal and natural ecosystems, has mobilized over 90,000 volunteers in a series of impactful campaigns. His flagship initiative, the Mangrove Clean-Up Drive, has successfully removed more than 850 tons of waste from Maharashtra’s fragile mangrove belts. In addition, his Waterfall Clean-Up Drive has restored 21 natural cascades, clearing 12 tons of debris, thus reviving neglected natural spaces and promoting ecological tourism.
Speaking about Barai’s recognition, the IAA lauded his grassroots approach to sustainability, which combines public participation with long-term ecological benefits. His work stands as a testament to how citizen-led initiatives can create large-scale environmental impact.
IAA India Chapter President, Abhishek Karnani, emphasized the urgency of climate action, saying, “Sustainability is no longer a choice, it is a responsibility. The warning signs—wildfires, melting ice caps, vanishing forests—are now our everyday reality. It’s encouraging to see the advertising and media industries rising to this challenge.”
Present at the event, Rahul Narwekar, Hon. Speaker of the Maharashtra Legislative Assembly, praised the IAA for spotlighting such transformative work.
This year also marked a special collaboration between IAA and the Indian Merchants’ Chamber (IMC), inviting creative professionals to submit campaigns promoting sustainable behavior. A high-profile jury featuring Raj Nair, Bobby Pawar, Senthil Kumar, PG Aditiya, and Amer Jaleel evaluated the entries. The standout winner was the ‘Pinky Promise’ campaign by Rahul Rudra and Abhishek Kaddi from Ogilvy.
The event was supported by Deepak Builders & Developers (Principal Partner), Blue Star Ltd (Associate Partner), Mobligent Media (Supporting Partner), and Awardor (Strategic Partner).
The awards were judged by a distinguished jury, including Carlton D’Silva (Musemakers), Tista Sen (Tista Thinks), Ambareesh Chakraborty (R K Swamy Ltd), and Rahul Ghosh (VML). Campaigns were evaluated across 17 categories, with winners celebrated for innovation and real-world environmental impact.
Notable Winners:
Green Crusader of the Year: Dharmesh Barai, for mobilizing over 90,000 volunteers in coastal clean-up drives, removing 850 tons of waste and restoring 21 waterfalls through community-driven efforts.
Green Brand of the Year (Gold): Packmate Grrreen LLP
Corporate Crusader of the Year (Gold) & Green Advertiser of the Year (Gold): Adani Enterprises Limited
Green NGO of the Year (Gold): Earth Brigade Foundation
Best Continuing Effort (Committee’s Choice Award): The Bhamla Foundation & Hungama Digital Media for the ‘Bhoomi Namaskar’ campaign in partnership with the United Nations.
