In the bustling, often chaotic traffic of New Delhi, commuters are encountering an unexpected sight: the face of President Donald Trump emblazoned on the backs of auto-rickshaws. Beneath his portrait, a celebratory message reads, 'Happy Birthday America!'
Campaign Details
Approximately 100 auto-rickshaws, adorned with large images of Trump and the Statue of Liberty, have become a prominent feature across the Indian capital in recent weeks. This American branding stands out significantly in a city where thousands of three-wheelers typically display advertisements for local businesses, from fertility clinics to English language courses.
The unusual advertising campaign was initiated last month by Sergio Gor, the U.S. ambassador to India. It forms part of a broader U.S. effort to commemorate the 250th anniversary of American independence, with various celebrations, cultural events, and public outreach initiatives planned globally. Announcing the program on social media, the U.S. Embassy declared, 'Freedom is on the move … literally!' and encouraged residents to 'Catch them if you can — they’ll be popping up all over Delhi soon.'
Diplomatic Context
This initiative unfolds as Washington seeks to stabilize its relationship with India, which has been strained by Trump’s tariff policies that increased duties on several Indian exports. U.S. Secretary of State Marco Rubio is also anticipated to visit New Delhi this weekend.
Drivers' Perspectives
However, for many auto-rickshaw drivers, the campaign holds little personal significance. Driver Ganesh Kumar, whose vehicle carried one of the Trump posters, initially declined the offer. 'I told them I didn’t want it,' Kumar said, but he eventually agreed after organizers presented a compelling incentive. 'They said, “Please let us put (the poster). We’ll give you a packet of tea,”' he recounted.
Another driver, Pradeep Kumar, explained that he accepted the poster primarily because the canopy of his auto-rickshaw was torn and needed covering. When asked about the advertisement’s content, Kumar simply replied: 'I know he is Trump. Don’t know much other than that.'
