ChangeTheStory campaign wins Bronze at the ABBY Awards 2022


The first sustainability campaign ‘Change The Story’ of Ambuja Cements and ACC has won a Bronze Award at the recent ABBY Awards 2022, under the Green Award category. This category is awarded to outstanding communication that features planet conservation, sustainability, etc. The “Change The Story” campaign aimed to create awareness about sustainability and showcase technology-backed solutions that provide effective and measurable outcomes during this regard.

The #ChangeTheStory campaign highlights a non-invasive bubble barrier technology, which is prepared to urge obviate around 2,400 tonnes of plastic waste from Agra’s Mantola canal, thereby preventing its entry into the Yamuna river. The crux of the campaign lay in reaching resolute an oversized audience across India and globally—and communicating the campaign’s features. The campaign winning this honour at the ABBY Awards—often touted because the Oscars of Indian advertising—was designed unitedly with Alok Nanda and Company and is another reminder of the crucial role sustainability plays at Ambuja Cements and ACC. 

#ChangeTheStory campaign was extended across multiple platforms, including print and digital, reaching out to approximately 32 million people. one in all its lead video films conveyed the message, through the lens of a scientist, that it’s time to vary the story by confiscating the plastic and freeing our rivers of their polluted past.

The campaign further leveraged the facility of music and created a rap song across owned platforms featuring the campaign mnemonic “Bubble Sharma”. ACC and Ambuja Cements collaborated with micro and nano influencers to drive engagement round the bubble barrier technology.

 The two companies were the primary to launch an augmented reality-based game in India, which created an immersive experience for users by illustrating the state of marine plastic pollution and thus the elemental functioning of the Bubble Barrier technology. This game convinces the user to play their role in driving change by encouraging players to “bubble pop” their thanks to cleaner oceans and safer habitats for marine organisms.

Mr. Neeraj Akhoury, CEO of India Holcim and chief & CEO of Ambuja Cements Ltd., said that the award served hitherto another reminder of the company’s efforts towards sustainability.this might encourage us to further intensify our efforts during this direction.”

The hashtag #ChangeTheStory trended for about 2-3 hours in an organic manner with over 3,000 tweets and had 3.5 million brand mentions. The most heartening a component of the campaign was audience expressing their support by sharing personal tales, where they contributed to environment and society.

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