Ambuja Cements’ contractor loyalty programme wins award at MINT Marketing Summit 2021
Published by Emily Thomas,
‘Ambuja Abhimaan’, the contractor loyalty programme from Ambuja Cements Ltd. has emerged as the winner under the category ‘Best Use of Influencer Marketing’ in the B2C Content marketing category at the recently held MINT Marketing Summit 2021.
Overcoming stiff competition and conforming to stringent assessment parameters, ‘Ambuja Abhimaan’ showcased its efforts built on the three strategic pillars of relationship, knowledge and skill building, and rewards. Ambuja Abhimaan was launched to foster sustainable engagement and encourages the contractors to choose sustainable products, and incorporate sustainable construction practices in their projects. This holistic approach offers a transactional and transformational value beyond a long-term relationship.
The ‘Ambuja Abhimaan’ programme encourages the total empowerment of contractors and helps to establish them as successful project builders. This is made possible by addressing and fulfilling all of their unmet needs such as recognition, upgradation and formal trainings. Through the Abhimaan platform, contractors are being trained to upgrade their knowledge and skills with the help of various need-based workshop modules on technical as well as project management skills. Certification and empanelment by Ambuja further helps credibility and trust to be built at the market place.
Mr. Neeraj Akhoury, MD & CEO, Ambuja Cements said, “The award is a recognition of our efforts to constantly strengthen relationships with our stakeholders. Our loyalty programme, Ambuja Abhimaan is designed to inspire and involve key stakeholders in sustainable construction practices and solutions. As a responsible organisation, we remain committed to empowering our partners with the requisite knowledge and skillsets to choose right and sustainable products, sustainable construction practices and build a stronger and durable home.”
In 2021, despite the pandemic and ensuing lockdown, this programme was scaled up across all of Ambuja Cements’ core markets, enrolling over 70 000+ key contractors. It also helped to strengthen both business and relationship with contractors. This award recognises the constant efforts of the company to strengthen its stakeholder touchpoints and build higher engagement.
Read the article online at: https://www.worldcement.com/asia-pacific-rim/25102021/ambuja-cements-contractor-loyalty-programme-wins-award-at-mint-marketing-summit-2021/
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