Adani Cement marked their observance of Navratri and Durga Puja by honoring Mother Durga with a special airshow made out of 15,000 bags of cement at the company’s Kymore plant in Madhya Pradesh. The 70 feet x 70 feet display used up 750 tonnes of cement and 12,600 man hours of effort in making the deity.
The project was conceptualized as part of the Jahan Vishwas, Wahan Shakti campaign of the company during the festive season. The installation brought together the brands of Ambuja Cements and ACC as individual bags of cement were arranged in order to create an aerial image of Maa Durga.
According to the company, the installation is a large-scale aerial tribute made using cement bags. Thousands of individual bags were arranged in order to create an image of the crown, eyes, ten hands and flowing figure of the goddess. The complete image becomes evident as one goes up through the camera.
Installation Composed of 15,000 Cement Bags
The construction of the artwork involved the use of a canvas that measures 70ft by 70ft at the Kymore plant. All in all, 15,000 bags of Ambuja Cement and ACC cement were used in constructing the art work, totaling 750 tonnes of cement. This involves a total of 12,600 man-hours in all, indicating the participation of humans in creating the art work.
At ground level, the bags were distinguishable as individual entities placed in prearranged lines and patterns. The colours and positioning of the bags were well-coordinated to create the silhouette of Maa Durga. From an aerial view, it could be seen how all these small parts made up one single picture.
In addition to that, the installation became the main visual element of the film made for the campaign. This film celebrates the process of creating the installation and begins with workers placing cement bags in the designated area. The latter half of the film features the aerial view of the installation to show the whole picture.
The visual storytelling is devoted to the change in the components from the beginning to the creation of the art installation. Moreover, it is a way to highlight the collective work of the workers in the campaign.
Campaign Connects Strength With Trust
This campaign revolves around two associations of brands that exist in the range of products offered by Adani Cement. Ambuja Cements is associated with the strength of Shakti, whereas ACC draws upon the tradition of trust embodied in Vishwas. Both of these are brought together in the form of Maa Durga, who is venerated across the country for her strength.
The title, Jahan Vishwas, Wahan Shakti, expresses the relationship between trust and strength. By using cement bags as the primary material for the installation, the campaign also connects the brands' products with the construction of homes and infrastructure.
The initiative uses the festive period to communicate these brand values through a visual format that combines construction materials, human effort and cultural symbolism. Rather than relying solely on a conventional advertising format, the campaign presents a physical installation whose full meaning becomes apparent only when viewed from above.
Digital Film Extends the Campaign's Reach
The process of installation creation as well as its aerial revelation was filmed and is planned to be released on digital media channels of the company.
The gradual revelation becomes the key component of the film, which is based on how thousands of separate bags create an image of Maa Durga. The method used by the company allows connecting installation and the idea of campaign related to the notion of collective efforts, trust and strength.
By means of this project, the company Adani Cement has managed to unite two cement brands in a campaign during the festival of Navratri and Durga Puja using culture and visual elements. The Kymore installation reveals how cement, which is commonly related to construction industry, may be used for the artistic representation of history.
Watch the full video- https://www.youtube.com/watch?v=xRiK4QS1x6k
Cover image- republicworld.com
