Adani Cement raised a 70-foot Maa Durga out of 15,000 cement bags

Give both cement brands one Navratri campaign: Ambuja's promise is Shakti (strength), ACC's nine-decade legacy is Vishwas (trust), and the festival worships exactly that pairing in one goddess.

15,000 cement bags laid out on a 70×70 ft canvas form Maa Durga — crown, eyes, ten arms — legible only from the air.

At the Kymore plant in Madhya Pradesh, teams spent 12,600 man-hours placing 15,000 Ambuja and ACC bags across a 70 ft by 70 ft canvas, forming the goddess's crown, eyes, ten arms and flowing silhouette; a film climbs from ground level to the aerial reveal.

The making-of and aerial-reveal film ran on Adani Cement's social and digital platforms as the two brands' shared Navratri 2026 showcase; no reach or engagement figures were disclosed.

For Navratri and Durga Puja 2026, Adani Cement built 'Jahan Vishwas, Wahan Shakti' — 'where trust, there strength' — a 70 ft by 70 ft installation at its Kymore plant in Madhya Pradesh: 15,000 bags of Ambuja Cement and ACC, about 750 tonnes of product, arranged into the image of Maa Durga. The company unveiled it on October 11, 2026.

The image works only from above. At ground level the bags read as individual units; as the camera climbs, the composition resolves — crown, eyes, ten arms, flowing silhouette — and that climb is what the campaign's digital film documents, from the first placements to the aerial reveal. The naming carries the brand logic: Shakti is Ambuja's promise of strength, Vishwas is ACC's legacy of trust across nine decades, and the goddess — revered during Navratri as strength and protection — binds the two brands into one shared festive platform instead of two competing campaigns.

The product itself is the pixels: 750 tonnes of cement bags mean the medium and the message are the same object, with no screen or overlay needed.

The aerial-only reveal turns land art into broadcast material — ground viewers see bags, and the camera's climb earns the payoff on film.

One installation lets two brands share a festival moment: Ambuja's strength and ACC's trust meet in a single figure rather than splitting the budget.

Your product can be the medium: 750 tonnes of stock become the artwork, and an image only the sky can see gives the film a climb worth watching.

Adani Cement disclosed the effort behind the piece — 12,600 man-hours of placing and aligning bags — but no reach or engagement figures for the film. Because the composition is legible only in full from an aerial perspective, the film's gradual climb from bags to goddess remains the only complete view of the work, and the piece stands as the two brands' joint Navratri and Durga Puja 2026 showcase.