Advertising Goodness

Ramesh Narayan believes that the MarCom industry is uniquely — and especially — positioned to bring about social change, and his work is living proof.

- Tsunami Costabir

In an industry that has long mastered the art of positioning products, services and people, Ramesh Narayan, Founder of Canco Advertising, believes that people need to better position themselves.

His recent recognition with the AFAA Changemakers for Good Award celebrates more than a body of work. For Narayan, this award resonates deeply because it acknowledges the MarCom industry's particularly immense potential to become a catalyst for societal good.

It’s a shift he has championed for decades — leading major industry bodies like the IAA, AAAI and The Ad Club, pioneering the Olive Crown Awards for sustainability, and bringing together creative minds, media networks, and industry resources to serve causes that matter, none of whom ever asked him for a rupee in return. “For me, it’s simple,” he says. “I open the window and I see a cause. There are enough things to do — if you want to.”

The Way Of Water

“One of the most heartbreaking sights for me is to watch women walking two kilometres with three or four pots on their heads,” says Narayan. “They walk down with empty pots, fill them, and trudge back — too exhausted to even speak — and still have a whole day’s work ahead.” The Vaitarna river, where Mumbai gets the majority of its water supply, makes its way through the Sahyadris. And the tribal villages atop the mountains don't have direct access to the water.

That image inspired the Integrated Village Development (IVD) Scheme, introduced through the Rotary Club of Bombay five years ago. Rejecting tokenism, Narayan designed a model focused on long-term, community-led change. Solar pumps draw water from rivers, ensuring year-round irrigation and household supply. Villagers contributed shramdaan — voluntary labour — to lay the pipelines, creating ownership and pride. Each home receives a water connection and filter, while solar-powered roads and schools extend the benefits to safety and education.