Holcim India and its two major cement Producing companies, Ambuja Cements and ACC have begun their first corporate Promotion Change the story and highlight the plastic removal efforts of the cement majors in the country.
The first joint integrated Sustainability campaign of Holcim India is about its attempt to clean the river Yamuna through the non-invasive technology called Bubble Barrier.
Both companies have established a non-invasive Bubble Barrier technology for the removal of around 2,400 tonnes of plastic waste from Agra’s Mantola canal in connection with the Yamuna River. This river cleaning is started with Geocycle the in-house waste management of Ambuja Cements and ACC.
Neeraj Akhoury, CEO of Holcim India and MD and CEO Ambuja Cement concluded that “This Promotion of Holcim India goals to write a new story which strengths by hope and action.
Ambuja Cements and ACC are involved as the co-author of a new India that sees sustainability as an integral part of our success in the country.
This campaign focus to rewrite the problems of the present and creating solutions that will welfare 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 Process. We are working with the ecosystem to create a better and brighter future,” said Sridhar Balakrishnan, MD & CEO, ACC.
This consolidated promotion includes films, press, and digital campaigns to talk about the first sustainability initiative – revolutionary bubble barrier technology that removes plastic waste in rivers. The campaign will be rolled out around the platforms, including print and digital.
Through a video film, the campaign drives a message that it is time to change the story by taking out plastic and freeing our rivers from pollution. It uses a mix of both humor and impactful pieces of communication to bring out the challenges and the eco-friendly solutions.
The campaign will be followed by informative posts and videos on social media. ACC and Ambuja also collaborate with a lot of micro and Nano influencers to drive further engagement around the bubble barrier technology. Holcim India will be further launching its other sustainability lead initiatives in the upcoming years. This action initiative will actively encourage people, to be part of the change to a sustainable tomorrow by pledging on the microsite and sharing their change the story moment.
The ‘call to action campaign ‘Change the story’ has been started through a leading print publication followed by a digital AV and other elements launched across India.
The Promotions will see the two major cement companies of ACC and Ambuja Cements join hands for the first time to address some of the most pressing challenges around sustainability faced by the planet.
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