Ambuja flags-off unique 5-State awareness initiative for masons

Marketing | October 9, 2014 | News

Ambuja Cements

Kick-starting from Punjab, Ambuja Cement, on September 8, flagged off a unique initiative across five states in North India, directed at creating awareness among masons to increase productivity by focusing on ‘Best Practices and Future Trends in Construction’.

For the next three months, this activity will travel from Punjab to Rajasthan, Uttarakhand, Himachal Pradesh and Jammu & Kashmir. A fleet of 25 Ambuja vans embellished with Ambuja branding will traverse 1.5 lakh km, conducting workshops.

The vans were flagged off on September 8 by J. C. Toshniwal, Business Head – North and Deepak Mehra, Marketing Head – North from Ambuja’s Regional office at Panchkula.
Speaking on the occasion, Toshniwal said, “I am proud of the intent behind this unique initiative. It serves a twin purpose – empowering the masons and improving the quality of construction. It is a win-win situation for all stakeholders.”

Through workshops, masons across North India will be updated on new and latest techniques thus improving their work efficiency. “A proper understanding of construction techniques will lead to better construction quality thus saving material and money. This should go a long way in how masons work resulting in their overall skill development and upliftment,” added Toshniwal.

This awareness program through workshops are being organised with the support of local dealers. The entire initiative is slated to touch 36000 masons, dealers and contractors in the 1500 towns that it will traverse.

“Being a responsible brand, Ambuja has always led from the front in reaching out to its stakeholders,” said Deepak Mehra. “And this initiative is yet another step to ensure masons, dealers and contractors are part of our growth story. We want to dispel the complaint of unskilled workmanship by ensuring that these skills are imparted effectively. These workshops are the platform for the upliftment of masons and thus raise the quality of construction.”

The cement brand is conducting skill workshops for masons to empower them and also create brand recall amongst its target group.

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