Adani Cement has created a large-scale aerial tribute to Maa Durga using 15,000 cement bags at its Kymore plant in Madhya Pradesh, combining a festive marketing campaign with a showcase of collective labour and the company's two cement brands, Ambuja Cements and ACC.
The installation, spread across a 70 ft x 70 ft canvas, used cement bags representing 750 tonnes of cement and took 12,600 man-hours to complete, officials said. The formation, unveiled as part of its Navratri and Durga Puja 2026 campaign titled Jahan Vishwas, Wahan Shakti, reveals the image of Maa Durga when viewed from above.
The initiative brings together Ambuja Cements' association with strength, or Shakti, and ACC's legacy of trust, or Vishwas. The campaign uses the image of the Hindu goddess, revered as an embodiment of strength and protection, to connect the brands' core propositions with the festival's themes of faith, tradition and collective endeavour.
The making of the installation and its aerial reveal have been captured in a digital film for the company's digital and social media platforms. The film moves from close-up shots of workers positioning individual bags to an aerial view in which the thousands of units form the crown, eyes, ten arms and flowing outline of Maa Durga, they said.
The project also draws on Kymore's longstanding association with ACC, whose cement plant there was established in 1923. The company said the campaign celebrates the local community and its tradition of Ram Leela performances, linking the installation to the region's cultural heritage.
Adani Cement, part of the Adani Group, includes Ambuja Cements and ACC. The campaign reinforces the brands' identities through a large-scale cultural activation, using cement not only as an industrial product but also as a medium for public expression of faith and craftsmanship.
The installation highlights the role of festive campaigns and digital storytelling in brand-building in India's competitive cement market, where companies seek to differentiate products that are often competing on similar functional attributes. By combining a large physical installation with a film intended for online distribution, Adani Cement is seeking to extend the campaign's reach beyond the plant and the local community.
