New Delhi's notoriously congested streets have become an unlikely backdrop for a soft-power campaign by the United States, with Donald Trump's face now adorning the backs of about 100 auto-rickshaws. The three-wheeled vehicles, which double as mobile billboards in the Indian capital, carry the president's portrait alongside the Statue of Liberty and the slogan “Happy Birthday America!”
The initiative, unveiled last month by U.S. Ambassador to India Sergio Gor, is part of a broader push to mark the 250th anniversary of American independence. The embassy plans a series of celebrations, cultural events, and public outreach campaigns across multiple countries. In a social media post announcing the effort, the U.S. Embassy wrote: “Freedom is on the move … literally!” and urged Delhi residents to “catch them if you can — they’ll be popping up all over Delhi soon.”
While the campaign aims to project American soft power, it also comes amid strained ties between Washington and New Delhi. Relations have soured over Trump's tariff policies, which raised duties on several Indian exports. U.S. Secretary of State Marco Rubio is expected to visit New Delhi this weekend, adding a diplomatic dimension to the rickshaw rollout.
For many drivers, however, the political messaging holds little meaning. Auto-rickshaw driver Ganesh Kumar said he initially refused when organizers approached him. “I told them I didn’t want it,” Kumar recalled. He relented only after organizers offered a packet of tea as an inducement. Another driver, Pradeep Kumar, said he agreed mostly because his vehicle's canopy was torn and needed covering. Asked if he understood the advertisement, he replied: “I know he is Trump. Don’t know much other than that.”
The campaign stands out in a city where thousands of three-wheelers routinely carry ads for fertility clinics, English courses, and herbal remedies. The Trump-branded rickshaws are part of a broader U.S. effort to bolster its image abroad, even as domestic political dynamics shift. The embassy's move also coincides with a period when GOP support for Trump's economic agenda has slipped amid rising inflation.
Observers note that the rickshaw campaign reflects a tactical pivot: using everyday urban infrastructure to reach ordinary Indians, even as trade disputes simmer. With Rubio's visit imminent, the portrait-adorned vehicles serve as a visible reminder of the diplomatic stakes. Whether they will shift public opinion or remain a curiosity in Delhi's traffic remains to be seen.
