In the occasion of Navaratri and Durga Puja 2026, Adani Cement, a part of the Adani Portfolio, has undertaken a massive initiative with the aerial installation of Maa Durga in its Kymore plant, Madhya Pradesh. The installation is based on the theme “Jahan Vishwas, Wahan Shakti,” and it requires 15,000 bags of cement.
The installation covers an area of 70 x 70 feet and amount of cement used is 750 tonnes in the form of Ambuja Cement and ACC bags. The project was done by 12,600 man hours, working together to assemble up to a thousand individual bags into a single image, and the company adds that it took a while for everyone to get it right.
The artwork is arranged in such a manner so that it might be viewed from overhead, and portrays Maa Durga’s crown, eyes, 10-arms and flowing body. Hanging cement bags from ground level look like separate packages, and an aerial shot provides a complete view. The company recorded the process to document and the unveiling to their social media and online resources.
The campaign leverages the brand equity of both the two cement brands under Adani Cement. “Shakti” is a reflection of Ambuja Cements’ strength, while “Vishwas” is a nod towards ACC’s history of trust that dates back nine decades.
The installation, organised by Adani Cement is aimed at a more industrial setting and as part of the festive season, it is a visual tribute to faith, tradition and collective effort. The main figure for the campaign is Maa Durga symbolizing strength and protection.
The digital movie showing the process from the first movement & positioning of the cement bags to the final reveal in the air, shows how motivated individuals team up to create the greater whole of a piece of art.
The programme is designed to be a part of the company’s Navratri and Durga Puja 2026 communication campaign, tapping the festive theme and the two brands’ core values – strength and trust.