Pune: While most brands try to spin their tyres fast enough to catch festive attention, Bridgestone India has chosen a softer, more soulful road this Ganesh Chaturthi. The tyre major has released a video that isn’t about horsepower, torque, or tread wear—it’s about mud, moulding, and masterful hands.
The film celebrates the craftsmanship of renowned idol maker Rajan Patkar, whose eco-friendly clay idol sits at the heart of the legendary Girgaoncha Raja festivities in Mumbai. For the record, Girgaoncha Raja isn’t your average neighborhood Ganpati. Since 1928, this mandal has been less a “local colony gathering” and more a “heritage institution,” where tradition is as immovable as, well, a set of Bridgestone radials.
Now, you might wonder what tyres and idols have in common. Quite a lot, according to Bridgestone. In its E8 Commitment, the value of “Emotions” means inspiring excitement and spreading joy—whether on four wheels or during aarti. The video draws a clever analogy: just as Rajan Patkar devotes decades of reverence and artistry to sculpting Lord Ganpati, Bridgestone devotes years of R&D to sculpting tyres that won’t abandon you in the middle of the Mumbai monsoon. One virtuoso saluting another.
Conceptualized by Schbang, the campaign stitches together visuals of clay transforming into divinity, interspersed with the contagious energy of Ganesh Chaturthi celebrations. It’s a narrative that reaffirms Bridgestone’s promise: “Serving Society with Superior Quality,” but with the added charm of dhol-tasha beats in the background.
As the idol takes shape, the message is clear—good craftsmanship, whether in clay or compound rubber, is what keeps traditions alive and journeys smooth. And if Lord Ganpati is the “Vighnaharta” who removes obstacles, Bridgestone is ensuring those obstacles aren’t potholes.
