Bridgestone India recently released a video on social media to mark the occasion of Ganesh Chaturthi. The video acknowledges the artistry of renowned idol maker Rajan Patkar, whose sustainable clay idol is a centrepiece of the famous Girgaoncha Raja celebrations. Girgaoncha Raja is one of the oldest community Ganesh mandals in Mumbai, with origins dating back to 1928.

Bridgestone, which has been in India for nearly 29 years, is fully integrated with the country’s people, culture, and society. Through this video, the company connects with the sentiments of its customers and celebrates the nation's festive spirit. The company's E8 Commitment, specifically the value of 'Emotions', is about inspiring excitement and spreading joy in the world of mobility.

The video showcases a story of virtuosity, drawing a parallel between the sculptor's years of reverence and artistry in creating the Lord Ganpati idol and Bridgestone’s continuous commitment to research, development, and innovation in its products. The company's mission is based on the words of its founder: 'Serving Society with Superior Quality'.

Conceptualised by Schbang, the agency was briefed to design a narrative that aligns with the company's values and to use an analogy to highlight this mission through effective and emotional storytelling with regional relevance.

The striking visuals of people celebrating the festival, interspersed with footage of Mr Patkar making the idol, show Bridgestone’s deep roots in India, its culture, and its connection with Indian customers and their needs. The video is a tribute to one virtuoso saluting another.

You can watch the video on YouTube.