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Ambuja Cements and ACC launch sustainability campaign

Published by , Deputy Editor
World Cement,

Holcim India and its two leading cement companies, Ambuja Cements and ACC, have launched their first corporate campaign #ChangeTheStory that highlights the plastic removal efforts of the cement majors in the country. The first joint integrated sustainability campaign of Holcim India is about its efforts to clean the river Yamuna through the non-invasive technology called Bubble Barrier. Both companies have deployed a non-invasive Bubble Barrier technology for the removal of around 2400 t of plastic waste from Agra’s Mantola canal before they enter into Yamuna River. This river cleaning initiative is being taken care of by Geocycle, the in-house waste management arm of Ambuja Cements and ACC.

Mr Neeraj Akhoury, CEO, India, Holcim and MD & CEO Ambuja Cements, said, “This campaign of Holcim India aims to write a new story strengthened by hope, optimism and action. Ambuja Cements and ACC are committed to co-author the story of a new India that sees sustainability as an integral part of our success in the country. #ChangeTheStory campaign is a vital step to amplify solutions for a better tomorrow.”

The #ChangeTheStory campaign expects to elevate the narrative around sustainability challenges with a sense of urgency by showcasing technology-backed solutions that offer effective and measurable outcomes. This campaign aims to rewrite the problems of the present and create solutions that will benefit the future of society.

“It's time to write a new story for the challenges that we face today. We are excited to create impactful change for the environment and society through our sustainability initiatives. We are working with the ecosystem to create a better and brighter future,” said Mr Sridhar Balakrishnan, MD & CEO, ACC.

This integrated campaign comprises of films, press and digital campaigns to talk about the first sustainability initiative – the bubble barrier technology that removes plastic waste in rivers. The campaign will be rolled out across the platforms, including print and digital. Through a video film, the campaign drives a message through the lens of a scientist that it is time to change the story by taking out the plastic and free our rivers from the polluted past. It uses a mix of both humour and impactful pieces of communication to bring out the challenges and the eco-friendly solutions. One of the lead films has the bubble itself brought to life to explain its role and methods. ‘Change the Story’ is set to expand its scope to include more stories of impactful change for the environment and society.

Alok Nanda, founder of ANC, the agency that crafted the campaign, said, “The campaign shines a light on the noteworthy initiatives taken up by Ambuja and ACC for a sustainable future. ‘Change The Story’ is a platform that seeks to inspire others in creating positive, impactful change. It was a delight working on communication that was equally entertaining and informative.”

The ‘call to action’ campaign ‘Change the story’ has been launched today through leading print publication followed by a digital AV and other elements launched across India.

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India cement news