Commuters navigating the chaotic traffic of New Delhi are being greeted by an unusual sight, auto-rickshaws carrying giant portraits of Donald Trump alongside the slogan “Happy Birthday America!”
Around 100 auto-rickshaws displaying images of Trump and the Statue of Liberty have appeared across the capital in recent weeks as part of a public outreach campaign launched by the United States Embassy in India.
The campaign forms part of celebrations marking the 250th anniversary of American independence, with the US planning cultural programmes, public events and promotional campaigns in several countries.
The initiative was unveiled last month by US Ambassador to India Sergio Gor. Promoting the campaign on social media, the embassy posted: “Freedom is on the move … literally!”
It also encouraged Delhi residents to “catch” the rickshaws as they travelled across the city.
The campaign comes at a sensitive moment in India-US relations, which have faced friction over Trump’s tariff policies affecting Indian exports.
At the same time, Washington has been attempting to stabilise ties with New Delhi through diplomatic engagement and public outreach initiatives.
US Secretary of State Marco Rubio is also expected to visit India later this week.
In Delhi, however, many commuters appeared more amused than politically engaged by the unexpected appearance of Trump’s face on the back of three-wheelers more commonly associated with advertisements for coaching centres, clinics and herbal products.
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For many auto-rickshaw drivers carrying the posters, the campaign itself held little personal significance.
Ganesh Kumar, one of the drivers whose vehicle displayed Trump’s portrait, said he had initially refused permission for the branding.
“I told them I didn’t want it,” he said.
However, he later agreed after organisers offered him what he described as an incentive package.
“They said, ‘Please let us put it. We’ll give you a packet of tea,’” Kumar said.
Another driver, Pradeep Kumar, said he mainly accepted the advertisement because the roof covering of his auto-rickshaw needed repair.
Asked whether he understood the message carried by the poster, Kumar replied: “I know he is Trump. Don’t know much other than that.”
The campaign has nonetheless succeeded in drawing attention across Delhi’s busy roads, where the brightly coloured portraits have become a talking point among commuters and passersby alike.
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