Adani Cement builds 70-ft Maa Durga tribute using 15,000 cement bags at Kymore plant
Synopsis
Adani Cement turned 15,000 cement bags into a 70-ft aerial portrait of Maa Durga at its Kymore plant — a 12,600-man-hour feat that doubles as a brand integration moment for Ambuja Cements and ACC under the theme 'Jahan Vishwas, Wahan Shakti'. The installation is one of the most ambitious industrial-scale cultural tributes of the 2026 festive season.
Key Takeaways
Adani Cement unveiled a 70 ft x 70 ft aerial installation of Maa Durga at its Kymore plant, Madhya Pradesh on 11 October 2026 .
The artwork used 15,000 cement bags from Ambuja Cement and ACC , representing 750 tonnes of cement.
The project required 12,600 man-hours of collective effort to complete.
The campaign, titled 'Jahan Vishwas, Wahan Shakti' , merges Ambuja's Shakti (strength) identity with ACC's Vishwas (trust) legacy of nine decades.
A digital film documenting the installation is being distributed across Adani Cement's social media and digital platforms.
Adani Cement, ranked among the world's ninth-largest cement producers and part of the Adani Portfolio, on Sunday, 11 October 2026, unveiled a sweeping aerial installation at its Kymore plant in Madhya Pradesh — a 70 ft x 70 ft tribute to Maa Durga crafted entirely from 15,000 cement bags. The creation marks the centrepiece of the company's Navratri and Durga Puja 2026 campaign, titled 'Jahan Vishwas, Wahan Shakti'.
Scale and Craftsmanship Behind the Installation
The installation used bags of Ambuja Cement and ACC, collectively representing 750 tonnes of cement. Bringing the artwork to life required 12,600 man-hours of coordinated effort from workers at the Kymore facility. Each bag was meticulously positioned on the ground to form the goddess's crown, eyes, ten arms, and flowing silhouette — details that remained invisible at eye level but came fully into view as a camera ascended to capture the aerial perspective.
The company documented the entire process in a digital film, tracing the installation from its earliest stages — workers carrying and aligning individual bags — through to the dramatic aerial reveal. The film is being distributed across Adani Cement's social media and digital platforms as part of the campaign rollout.
The Campaign's Dual Brand Message
According to the company, the campaign theme weaves together the distinct brand identities of its two marquee labels. Ambuja Cements is anchored in the value of Shakti (strength), while ACC carries a legacy of Vishwas (trust) built over nine decades. The image of Maa Durga — widely revered as a symbol of power and protection — was chosen to embody both values simultaneously in a single installation.
This is not merely a corporate branding exercise, according to the campaign's framing; the company positions it as a reflection of cement's deeper role in society — binding homes, infrastructure, and communities together much as devotion binds individuals to a shared cultural tradition.
Context: Festive Campaigns in Indian Industry
Large-format installations and experiential campaigns during Navratri and Durga Puja have grown steadily as a marketing format among Indian conglomerates seeking to connect brand identity with cultural moments. For Adani Cement, which brought ACC and Ambuja Cements under a unified portfolio following their acquisition, the campaign also serves as a visible signal of brand integration — presenting two historically distinct cement labels under a common emotional narrative for the first time at this scale.
Notably, the Kymore plant in Madhya Pradesh — the site of the installation — is one of the group's key manufacturing locations in central India, lending the tribute an on-ground industrial authenticity beyond a purely digital campaign.
What Comes Next
The digital film documenting the installation's creation and aerial reveal is expected to circulate widely through the festive season. Industry observers will watch whether the dual-brand campaign accelerates consumer recall for both ACC and Ambuja Cements in a highly competitive domestic cement market. As the nine-day Navratri festival continues, the installation stands as one of the more ambitious brand-led cultural tributes of the 2026 festive cycle.
Point of View
But its more significant dimension is strategic: it is the most public integration of ACC and Ambuja Cements' brand identities since the Adani group consolidated both labels. Using Navratri — India's most culturally resonant mass-participation festival — to anchor a dual-brand narrative is a shrewd move in a market where cement remains a largely undifferentiated commodity. The real measure of success will not be the viral reach of the aerial film, but whether the 'Vishwas-Shakti' dual positioning translates into measurable brand preference for two labels that have historically competed rather than complemented each other.
NationPress
11 Oct 2026
Frequently Asked Questions
What did Adani Cement create for Navratri 2026?
Adani Cement arranged 15,000 cement bags into a 70 ft x 70 ft aerial image of Maa Durga at its Kymore plant in Madhya Pradesh on 11 October 2026. The installation, which used Ambuja Cement and ACC bags representing 750 tonnes of cement, required 12,600 man-hours to complete.
Where is the Adani Cement Maa Durga installation located?
The installation was created at Adani Cement's Kymore plant in Madhya Pradesh, central India. The site is one of the group's key manufacturing locations.
What is the theme of Adani Cement's Navratri 2026 campaign?
The campaign is titled 'Jahan Vishwas, Wahan Shakti', combining ACC's nine-decade legacy of trust (Vishwas) with Ambuja Cements' brand promise of strength (Shakti). The image of Maa Durga was chosen to embody both values simultaneously.
How was the Maa Durga installation made visible from the ground?
At ground level, the cement bags appeared as individual units. A camera was gradually raised to an aerial height, revealing the complete image of Maa Durga — her crown, eyes, ten arms, and flowing form — that had been formed by the precise arrangement of bags below.
What is Adani Cement's position in the global cement industry?
Adani Cement, which operates the Ambuja Cements and ACC brands under the Adani Portfolio, is ranked as the world's ninth-largest cement producer according to the company.
