Trump’s Unanticipated Presence on New Delhi’s Auto-Rickshaws

In the bustling streets of New Delhi, among the usual array of mobile billboards on auto-rickshaws, an unexpected figure is making an appearance: former U.S. President Donald Trump. Accompanied by the slogan, ‘Happy Birthday America!’, this distinctive imagery has been spotted on approximately 100 auto-rickshaws across the Indian capital in recent weeks.

These advertisements certainly stand out in a city where the backs of three-wheelers often feature promotions for fertility clinics, language courses, and herbal remedies. The sudden appearance of American branding on such vehicles has grabbed attention.

The campaign, which was launched last month by U.S. Ambassador to India Sergio Gor, is part of a larger initiative to commemorate the 250th anniversary of American independence. The U.S. Embassy has planned a series of celebrations, cultural events, and public outreach activities in multiple countries to mark the occasion. In an announcement on social media, the embassy invited people to spot the rickshaws, proclaiming, ‘Freedom is on the move … literally!’ It encouraged residents of the capital to flag down these vehicles, adding, ‘Catch them if you can — they’ll be popping up all over Delhi soon.’

This effort is also an attempt by Washington to mend fences with India. Relations had been strained due to Trump’s tariff policies, which had increased duties on several Indian exports. Additionally, U.S. Secretary of State Marco Rubio is scheduled to visit New Delhi shortly, further emphasizing the importance of stabilizing diplomatic ties.

Despite the initiative’s diplomatic intent, many auto-rickshaw drivers seem indifferent to its significance. Ganesh Kumar, one of the drivers whose vehicle now bears a Trump poster, expressed initial reluctance. When approached by organizers, he declined their proposal. Instead, it was a practical offer that swayed him. ‘They said, ‘Please let us put (the poster). We’ll give you a packet of tea,’’ he explained, eventually agreeing to the request.

Another driver, Pradeep Kumar, accepted the poster mainly because it provided a solution to cover his auto-rickshaw’s damaged canopy. When asked about the advertisement’s content, he said: ‘I know he is Trump. Don’t know much other than that.’