The rocks of Idar are the pride of Gujarat. The magnificent granite formations, more than six crore years old, have inspired poets and writers, and renowned photographer Ashwin Mehta paid a tribute to these in black and white in his world-famous book Gifts of Solitude. But now that isn’t the word that springs to mind when one looks at these rocks. Other words scream at you: Names of local advertising agencies, cement and toothpaste companies and underwear brands painted in large, garish letters on rocks on both sides of the Idar-Khedbrahma state highway.