Announcement
On September 16, 2026, Max Cement, the cement brand of Green Valley Industries Limited, announced the launch of a new brand campaign titled “Mil Kar Banate Hai” across all seven states of Northeast India.
Campaign Details
The campaign is built around the belief that nothing meaningful is built alone and is anchored by a 360‑degree film produced by Ketchup Studios, Mumbai. The film narrates the story of a village that comes together to construct a school for its children, illustrating collective effort over waiting for external help. The initiative extends beyond the hero film, employing regional languages and engaging masons, dealers and consumers to reinforce Max Cement’s positioning as a trusted partner in community building.
Leadership Comments
Vineet Agarwal, Managing Director of Green Valley Industries Ltd. and Max Cement, stated that when people unite for a common purpose they can achieve impact far greater than any individual effort, and that Max Cement aims to embody this principle in the Northeast, building on its 15‑year presence in the region.
Actor Commentary
Bollywood actor Sunil Shetty, who features in the campaign, expressed his belief that nothing is built alone—whether a film, a team, or a home—and said this conviction attracted him to Max Cement, noting the brand’s quiet trust‑building in the Northeast over the past 15 years.
Regional Engagement
The campaign adopts a comprehensive approach, connecting with consumers through diverse languages, markets and communities, while specifically involving masons and dealers who are integral to construction projects, thereby turning Max Cement’s legacy into a broader belief that the region’s future is shaped collectively.