Key Highlights

• The installation: A 70 ft x 70 ft aerial image of Maa Durga made with 15,000 cement bags.
• Where: At Adani Cement’s Kymore plant in Madhya Pradesh.
• Effort: 750 tonnes of cement and 12,600 man-hours.
• The campaign: Titled ‘Jahan Vishwas, Wahan Shakti’, linking ACC (“trust”) and Ambuja (“strength”).
• The reveal: A digital film shows the image emerging as the camera rises.

Adani Cement has created a large aerial image of Maa Durga using 15,000 cement bags at its Kymore plant in Madhya Pradesh, as part of its Navratri and Durga Puja campaign.

The installation covers a 70 ft x 70 ft area and uses 750 tonnes of cement, roughly 50 kg per bag, packed in Ambuja Cement and ACC bags. It took 12,600 man-hours to arrange. From the ground, the bags look like individual units; from the air, they form the Goddess’s crown, eyes, ten arms and flowing form.

Two Brands, One Message

The campaign, titled ‘Jahan Vishwas, Wahan Shakti’ (Where there is trust, there is strength), combines the identities of the company’s two cement brands: “Shakti” for Ambuja’s promise of strength and “Vishwas” for ACC’s decades-long legacy of trust. The making and aerial reveal have been captured in a digital film for social media.

Why It Matters: Festivals as Marketing Moments

Navratri and Durga Puja have become major marketing seasons in India, with brands increasingly using large, visual, shareable creations to connect with festive audiences. For a cement company, the message is direct: the same material that builds homes can also form an image of faith.

Campaigns like this are designed for social media first. Their success is measured less by the installation itself and more by how widely the aerial video is shared during the festival.

The Bottom Line

With 15,000 bags and a camera in the sky, Adani Cement has turned its product into a Navratri tribute, and a reminder of how central festivals have become to brand storytelling in India.

With inputs from IANS.