#ChangeTheStory continues to script history by winning yet another laurel

#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 environment category of the prestigious Imagexx Awards by Adgully. This recognition serves another reminder of the cement makers’ commitment to sustainability and the environment.

As part of this integrated campaign, the two cement makers—which are among India’s most innovative and sustainable—launched a bubble barrier technology that has fished out as much as 2,400 tonnes of plastic waste till date from the Mantola canal in Agra. This has directly contributed to the cleanliness of the Yamuna, one of India’s most iconic, important and holy rivers. A similar technology was deployed at the BBMB Lake in the Sundernagar area of Mandi, Himachal Pradesh, to remove plastic waste from the water body. The plastic collected was 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.

Mr. 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 always at the core of 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. A month ago, #ChangeTheStory won the bronze at the Abby Awards 2022. The initiative has till date reached out to an approximate 32 million people, and was rolled out across multiple platforms, including print and digital. One of its lead video films conveyed 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.