March 28, 2025: Bridgestone EMEA, a global leader in tires and sustainable mobility solutions, in partnership with Al Masaood TBA hosted an Iftar celebration for Western Bainoona Group’s (WBG) fleet drivers recently. The celebration comes as part of Bridgestone’s ‘Eyes on Road’ campaign, which is organised annually during the holy month of Ramadan. Supported by Al Masaood TBA, the event showcased Bridgestone’s dedication to corporate social responsibility (CSR) and fostering a sense of community for individuals who diligently work in the UAE’s transportation and construction industries.

The ‘Eyes on Road’ campaign relayed by Al Masaood TBA, which emphasises empowerment and emotion, aligns seamlessly with Bridgestone’s E8 commitment. As fleet drivers work long hours, the annual campaign seeks to raise awareness on health and safety issues. It offers drivers the opportunity to take breaks, participate in events and celebrate as a community while also offering free health examinations.

In addition to increasing efficiency, productivity and road safety, the company aims to establish robust connections with the truck driver community by ensuring their safety and well-being. The Iftar celebration was an ideal opportunity to honour truck drivers, who contribute significantly to the development of the UAE, as they often spend Ramadan away from their family.

Over 300 drivers from WBG’s fleet came together for the event, fostering a sense of solidarity and unity. Along with the Iftar feast, the event included a number of fun activities for the drivers, such as board games, cricket matches, a health check station and a dedicated resting area. Additionally, Bridgestone and Al Masaood TBA leveraged the event to raise awareness on health issues and safe driving practices, further ensuring that drivers gain valuable insights on about tyre care and the significance of road safety.

Jacques Fourie, President of the AME Core Tire Business at Bridgestone Middle East and Africa, said: “It was an honour to host the Iftar celebrations under our ‘Eyes on the Road’ campaign. We extend our heartfelt appreciation to the fleet drivers for their commitment towards building and maintaining the UAE’s infrastructure. We, at Bridgestone, are dedicated to ensuring the well-being of our drivers and the community as a whole by offering emotional and practical support during the holy month of Ramadan.”

Salah Adib, General Manager at Al Masaood - TBA Division, said: “We are proud to support Bridgestone in their ‘Eyes on the Road’ campaign and to be part of this special Iftar celebration for Western Bainoona Group’s fleet drivers. This initiative not only demonstrates the importance of road safety and driver well-being but also highlights the strong sense of community that we continue to nurture within the UAE’s transportation sector. As we celebrate the holy month of Ramadan, we remain committed to ensuring that those who work tirelessly for the nation’s progress are supported and recognized for their invaluable contributions.”


Furthermore, the celebration showcased the outstanding performance of Bridgestone’s truck tires', which has been essential for the effective transportation of heavy construction material across the UAE. These tires serve the nation’s infrastructure project by ensuring safe and timely deliveries owing to their long-lasting and high-performance design.

Bridgestone and Al Masaood TBA have been constantly setting exceptional benchmarks by creating positive impact on the communities it serves through campaigns such as ‘Eyes on the Road.’ The company’s dedication to corporate social responsibility is further reinforced by its continued focus on community involvement, driver well-being and road safety.
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