India-based Ambuja Cements and ACC have launched a corporate campaign to highlight the plastic removal efforts of cement majors in the country.
The two Holcim-owned cement manufacturing brands says the #ChangeTheStory campaign is about Holcim India’s efforts to clean the river Yamuna through the non-invasive technology called Bubble Barrier.
Both companies have deployed the Bubble Barrier technology for the removal of around 2,400 tonnes 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.
“This campaign of Holcim India aims to write a new story strengthened by hope, optimism and action,” said Neeraj Akhoury, CEO, India, Holcim and MD & CEO Ambuja Cements. “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.”
The integrated campaign comprises of films, press and a digital campaign to talk about the bubble barrier technology being used to remove plastic waste in rivers. The campaign will be rolled out across the platforms, including print and digital.
