Max Cement, manufactured by Green Valley Industries Limited, has launched Mil Kar Banate Hai, a new brand campaign fronted by Bollywood actor Suniel Shetty and rolled out across all seven states of Northeast India. The campaign is anchored in a simple idea – that nothing meaningful gets built alone – and moves past straightforward product messaging to celebrate the people who come together daily to build homes, communities and a shared future, positioning Max Cement as a trusted partner in that journey.
The centrepiece is a film by Ketchup Studios, Mumbai, that follows a village coming together to build a school for its children, with each resident contributing what they can rather than waiting for outside help – a story that captures how collective effort creates something far greater than any individual could achieve alone.
Vineet Agarwal, Managing Director of Green Valley Industries and Max Cement, said the idea of people coming together for a shared purpose extends beyond just building homes to building something larger for families, communities and the future – a role he wants Max Cement to embody in the Northeast.
Suniel Shetty said his belief that nothing is built alone – whether a film, a team or a home – is what drew him to the campaign, adding that Max Cement has quietly built trust in the region for 15 years, long before this campaign came along.
Beyond the hero film, the campaign takes a 360-degree approach across languages and markets, engaging masons and dealers central to the region’s construction journey, and builds on Max Cement’s 15-year Northeast legacy.
