Adani Cement Creates 70-ft Maa Durga Image With 15,000 Cement Bags
Adani Cement arranged 15,000 Ambuja and ACC cement bags into a 70-ft aerial image of Maa Durga for Navratri, part of a festive campaign blending faith and brand.
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.
