Ambuja Cements and ACC’s #ChangeTheStory Campaign Wins Gold

MUMBAI:

#ChangeTheStory, a joint initiative by Ambuja Cements Ltd. and ACC Ltd. to create awareness about sustainability and the environment, has won yet another laurel by bagging the gold award under the CSR category of the prestigious South Asia SABRE Awards 2022. The latest honour and recognition, which takes note of the campaign’s engagement and relationship building, serves another reminder of the cement makers’ commitment to sustainability and the environment.

The SABRE Awards highlights the industry’s most compelling work, especially those that focus on initiatives driving real business impact. Winning this honour, thus, serves as a major validation of the cement makers’ commitment to the environment.

As part of this integrated campaign, Ambuja Cements and ACC—which are among India’s most innovative and sustainable—launched a bubble barrier technology that will remove 2,400 tonnes of plastic waste from the Mantola canal in Agra. This will directly contribute to the cleanliness of the Yamuna, one of India’s most iconic, important and holy rivers. A similar technology has been deployed at the BBMB Lake in the Sundernagar area of Mandi, Himachal Pradesh, to remove plastic waste from the water body. The plastic collected will be sent to recycling centres for further processing. #ChangeTheStory has thus shown sustainability measures backed by technology can leave a lasting, positive and measurable impact on our environment.

The SABRE Awards highlights the industry’s most compelling work, especially those that focus on initiatives driving real business impact. Winning this honour, thus, serves as a major validation of the cement makers’ commitment to the environment.

As part of this integrated campaign, Ambuja Cements and ACC—which are among India’s most innovative and sustainable—launched a bubble barrier technology that will remove 2,400 tonnes of plastic waste from the Mantola canal in Agra. This will directly contribute to the cleanliness of the Yamuna, one of India’s most iconic, important and holy rivers. A similar technology has been deployed at the BBMB Lake in the Sundernagar area of Mandi, Himachal Pradesh, to remove plastic waste from the water body. The plastic collected will be sent to recycling centres for further processing. #ChangeTheStory has thus shown sustainability measures backed by technology can leave a lasting, positive and measurable impact on our environment.

Neeraj Akhoury, CEO India Holcim and MD & CEO of Ambuja Cements Ltd., said “It gives me immense pleasure to note that the #ChangeTheStory campaign has received yet another honour for why it was conceived—promotion of sustainability. Sustainability is central to Ambuja Cements and ACC, and this campaign coalesced our joint efforts. Every such honour and recognition reminds us that we’re on the right path to promote the environment and ecology, while also inspiring us to not spare any efforts in this regard.”

With its heart in the right place, the campaign has been winning many honours for its intent and achievements. In June, it won the gold award under the environment category at the noted IMAGEXX Awards by Adgully. It also won the bronze at the Abby Awards 2022 under green category. This initiative has reached out to more than 32 million people, across multiple platforms, including print and digital. One of its lead video films conveys the message, through the lens of a scientist, that it’s time to change the story by freeing our rivers of their polluted past. The company created a rap song across owned platforms featuring the campaign mascot “Bubble Sharma”. This was followed by a bouquet of informative posts and videos on social media. That apart, ACC and Ambuja Cements collaborated with a bunch of micro and nano-social media influencers to drive engagement around the bubble barrier technology.