Holcim India and its two leading cement companies, Ambuja Cements and ACC, have launched their first corporate campaign #ChangeTheStory that highlights the plastic removal efforts of the cement majors in the country. The first joint integrated sustainability campaign of Holcim India is about its efforts to clean the river Yamuna through the non-invasive technology called Bubble Barrier. Both companies have deployed a non-invasive Bubble Barrier technology for the removal of around 2,400 tonnes of plastic waste from Agra’s Mantola canal before they enter into the Yamuna River. This river cleaning initiative is being taken care of by Geocycle, the in-house waste management arm of Ambuja Cements and ACC. Neeraj Akhoury, CEO, India, Holcim and MD & CEO Ambuja Cements, said, “This campaign of Holcim India aims to write a new story strengthened by hope, optimism and action. 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. #ChangeTheStory campaign is a vital step to amplify solutions for a better tomorrow.”

The #ChangeTheStory campaign expects to elevate the narrative around sustainability challenges with a sense of urgency by showcasing technology-backed solutions that offer effective and measurable outcomes. This integrated campaign comprises films, press and digital campaigns to talk about this initiative. Holcim India will be further launching their other sustainability led initiatives in the upcoming quarters. #ChangeTheStory has been conceptualised with the expertise of Alok Nanda and Company, a brand consultancy firm.

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