Mumbai, Ambuja Cements and ACC’s first sustainability campaign ‘Change the Story’ has recently won a Bronze Award in the Green Award category at the ABBY Awards 2022.
This category has been awarded for outstandingly conveying the message of features like Earth Conservation, Sustainability etc. The Change the Story campaign aims to raise awareness of sustainability and demonstrate technology-driven solutions that offer effective and measurable results in this regard.
The #ChangeTheStory campaign provides information on non-invasive bubble barrier technology. The technology will remove about 2,400 tonnes of plastic waste from the Mantola Canal in Agra, so that this waste cannot enter the river. The aim of the campaign was to reach out to a wider audience in India and the world and to create awareness about the message of the campaign.
The campaign has received this honor at the ABBY Awards – also known as the Oscar of Indian Advertising. The campaign was designed in association with Alok Nanda & Co. and serves to commemorate the role of sustainability in Ambuja Cements and ACC.
The #ChangeTheStory campaign has been featured on a variety of platforms, including print and digital, and has reached an estimated 32 million people. In one of her major video films, the message conveyed through the eyes of a scientist is that it is time to stop the use of plastics and change and free our rivers from previous pollution.
The campaign used the power of music and created rap songs on its own platforms, naming the campaign “Bubble Sharma”. This was followed by many informative posts and videos on social media. ACC and Ambuja Cements partnered with Micro and Nano Influencers to accelerate connectivity around Bubble Barrier technology.
Both the companies were the first to launch augment reality-based game in India, which gave users a complete picture of marine plastic pollution and the basic functionality of bubble barrier technology. The game told users to play their part by encouraging players to create “bubble pops” to clean up the seas and make marine life safer.
Mr. Neeraj Akhauri, CEO of India Holcim and Managing Director and CEO of Ambuja Cements Ltd. said that the award is one more reminder of the company’s efforts for sustainability in the country.
He said, “We are happy and proud that this campaign, which is important to us, received the award. The campaign deserves an award. Sustainability and business are given equal priority in Ambuja Cements and ACC Limited. This will encourage us to step up our efforts in that direction. ”
So far, the campaign has received 93 million impressions, 14 million video views and 42 million engagements. The hashtag #ChangeTheStory trended organically for about 2 to 3 hours, receiving over 3,000 tweets and 3.5 million brand mentions.
The most enjoyable part of the campaign was the sharing of personal experiences by the audience, in which they talked about their contribution to the environment and society. The appealing initiative encouraged people to be the carriers of change for a brighter future and a sustainable future, in which he pledged at Microsite and shared the “Change the Story” moment.