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Ambuja Cement launches Go Cashless campaign

Published by , Assistant Editor
World Cement,

Following demonetisation, Ambuja Cement has launched a pan-India ‘Go Cashless’ campaign.

The campaign encourages its business partners to adapt to cashless business transactions. It went live on 7 December and creates awareness of available cashless options, from swipe machines to bank services. Ambuja Cement has also tied up with ICICI Bank to launch an exclusive helpline that can assist stakeholders in opening current accounts for regular business transactions.

Through this campaign Ambuja Cement has become the first cement company to initiate a drive on cashless transactions. Post demonetisation, the construction community has been facing several challenges, especially in rural and semi-urban areas, as it mostly deals with cash.

“Our Company is committed to improving the quality of life of all our stakeholders,” said Managing Director and CEO Ajay Kapur. “The ‘Go Cashless’ campaign is yet another endeavour empowering the construction community through knowledge transfer. We are successfully seeding innovative thinking at the grass-roots and bringing information and technology to the forefront of all our esteemed business partners,’’ said Mr Kapur.

In the last 20 days Ambuja Cement has sent over 1 000 000 text messages, 200 000 Whatsapp messages including animated clips and kick-started an educational radio campaign across 17 different stations in New Delhi, Himachal Pradesh, Punjab, Rajasthan, Gujarat, Maharashtra and West Bengal.

These initiatives have reached out to over 42 000 partners and all of the company’s dealers are already conducting cashless transactions.


Following its launch in December, the first leg of the campaign witnessed a series of teaser text messages on problems faced by the cement community post demonetisation. The second leg of the campaign, which launched on 17 December included the broadcast of educational messages. The minute-long audio clips update on different modes of cashless transactions via cheques, cards (debit/ credit cards) and mobile payments (UPI app) in a simple manner.

In the near future, similar initiatives will be launched by the company to further empower the construction community across India.

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