New Delhi: Adani Cement has created a large-scale aerial tribute to Maa Durga using 15,000 cement bags at its Kymore plant in Madhya Pradesh, as part of its Navratri and Durga Puja 2026 campaign.

The installation, unveiled on Sunday, spans a 70 ft by 70 ft canvas and represents 750 tonnes of cement through bags of Ambuja Cement and ACC. Titled Jahan Vishwas, Wahan Shakti, the initiative brings together the two brands under a shared theme of faith, strength and collective effort.

The company said the project involved 12,600 man-hours of work, with teams carefully positioning thousands of cement bags to create the image of Maa Durga. The completed artwork was designed to become visible in its entirety from an aerial perspective, with the arrangement forming the goddess’s crown, eyes, ten arms and flowing silhouette.

The making of the installation and its aerial reveal were captured in a digital film for the company’s social media and digital platforms.

70-foot installation reveals Maa Durga from above

The installation was designed to offer a different visual experience depending on the viewer’s perspective.

At ground level, the cement bags appeared as individual units arranged across the site. As the camera moved upwards, the larger composition gradually emerged, revealing the image of Maa Durga formed by the carefully positioned bags.

The 70 ft by 70 ft canvas allowed the organisers to create a large image that could be appreciated in its entirety from above. The arrangement of the bags was central to the design, with thousands of individual elements combining to form a single image.

The digital film follows the process from the initial movement and placement of the bags to the final aerial view. The gradual reveal highlights the scale of the effort and the coordination required to complete the installation.

The project used 15,000 cement bags representing 750 tonnes of cement, according to the company. Its creation involved 12,600 man-hours of collective work.

‘Jahan Vishwas, Wahan Shakti’ brings two brands together

The campaign’s title, Jahan Vishwas, Wahan Shakti, reflects the values that Adani Cement associates with its two major brands, Ambuja Cements and ACC.

According to the campaign concept, Shakti represents Ambuja Cements’ promise of strength, while Vishwas draws on ACC’s legacy of trust spanning nine decades.

The installation brings the two ideas together through the image of Maa Durga, who is widely revered during Navratri and Durga Puja as a symbol of strength, protection and the triumph of good over evil.

By using cement bags to create the artwork, the company has connected the material’s role in construction with the broader themes of resilience, trust and devotion.

The campaign also provides a shared platform for the identities of Ambuja Cements and ACC, presenting their respective brand values through a single festive installation.

Maa Durga’s symbolism anchors the campaign

Maa Durga occupies a central place in Navratri celebrations, with devotees worshipping the goddess as a symbol of courage, strength and protection.

Her traditional depiction with ten arms represents her ability to confront different forms of adversity. The installation incorporates this familiar imagery, using the arrangement of cement bags to recreate key features of the goddess’s form.

The crown, eyes and arms were among the details carefully formed across the canvas. The overall image was intended to convey the scale of the artistic effort while remaining connected to the cultural and spiritual significance of the festival.

The campaign uses this symbolism to communicate the ideas of faith and strength associated with the two cement brands.

Collective effort behind the installation

The project required the coordinated movement and positioning of thousands of cement bags across the installation site.

The 12,600 man-hours involved in the creation reflect the amount of collective work required to produce the large-scale image. Each bag formed part of the overall composition, making placement and alignment important to the final aerial effect.

The digital film documents this process, showing workers handling and arranging the bags before the camera reveals the completed image from above.

The contrast between the individual bags on the ground and the unified image visible from the air forms the central visual idea of the campaign.

It also reinforces the company’s intended message that a larger outcome can emerge when individual contributions are brought together through coordinated effort.

Cement brands connect construction with devotion

Through the Navratri campaign, Adani Cement seeks to connect its products with themes that extend beyond construction and infrastructure.

Cement is used in building homes, public facilities and other structures, while the campaign draws on the associated ideas of strength, reliability and lasting foundations to create a festive message.

The installation uses these associations alongside the cultural significance of Maa Durga. Its scale and aerial presentation are intended to make the campaign distinctive while highlighting the identities of Ambuja Cements and ACC.

The initiative also reflects how companies use festivals to communicate brand values through cultural imagery and large-scale creative projects.

A festive tribute built around faith and strength

The 70-foot Maa Durga installation brings together cement, art and religious symbolism in a single large-scale project at Adani Cement’s Kymore plant.

With 15,000 cement bags, 750 tonnes of cement represented and 12,600 man-hours of work, the installation was designed to reveal a unified image from above. Its accompanying digital film captures both the effort behind the creation and the final aerial view.

Through Jahan Vishwas, Wahan Shakti, Adani Cement has used the occasion of Navratri and Durga Puja to highlight the themes of trust, strength and collective endeavour associated with ACC and Ambuja Cements.

(Except for the headline, this story has not been edited by New Karnataka staff and is published from a syndicated feed.)