Against the backdrop of roaring, congested traffic in New Delhi, where the rear panels of three-wheeled auto-rickshaws have long served as inexpensive, high-visibility mobile advertising space for local businesses, a surprising new campaign has captured public attention in recent weeks: portraits of former U.S. President Donald Trump greeting commuters across the Indian capital.
Beneath Trump’s printed image, a bold slogan reads “Happy Birthday America!” marking a little-known public outreach initiative tied to the 250th anniversary of U.S. independence. Roughly 100 auto-rickshaws now carry large graphics pairing Trump’s portrait with the Statue of Liberty, a striking departure from the usual advertisements for obscure fertility clinics, English language courses, and herbal remedies that dominate the city’s three-wheeler ad space.
The unconventional campaign was formally launched last month by Sergio Gor, the U.S. ambassador to India, as part of a global series of events, cultural programs, and public engagement efforts hosted by the United States to celebrate its 250th year of independence. The U.S. Embassy leaned into the playful, mobile nature of the project in a social media announcement, writing “Freedom is on the move … literally!” and encouraged Delhi residents to seek out the decorated rickshaws, teasing “Catch them if you can — they’ll be popping up all over Delhi soon.”
This public outreach effort comes as the U.S. works to repair and stabilize bilateral relations with India, which frayed after Trump-era tariff policies imposed new duties on a range of key Indian exports. The diplomatic push will continue this weekend, with U.S. Secretary of State Marco Rubio scheduled to arrive in New Delhi for official talks.
While the campaign serves a clear diplomatic goal, for most of the auto-rickshaw drivers displaying the posters, the initiative carries little political or symbolic meaning. Ganesh Kumar, one driver hosting the Trump graphic, told reporters he initially turned down organizers’ request to place the poster on his vehicle. “I told them I didn’t want it,” he explained, but changed his mind after organizers offered a small but valuable incentive: a free packet of tea.
Another driver, Pradeep Kumar, said he agreed to the poster primarily because it covered a torn canopy on his auto-rickshaw, solving a practical problem for him at no cost. When asked what he knew about the content of the advertisement, Pradeep Kumar acknowledged only basic recognition: “I know he is Trump. Don’t know much other than that.”