Bangladesh’s traditional rickshaw painting is set to gain greater international exposure through a new partnership aimed at promoting the folk art globally and creating new opportunities for its artists.
UNESCO and Windmill Advertising Limited signed a memorandum of understanding (MoU) on Wednesday at the UNESCO Dhaka Office to advance the initiative. Dr Susan Vize, Head of Office and UNESCO Representative to Bangladesh, signed the agreement on behalf of UNESCO, while Schumonn Patwary, Chief Strategic Planner of Windmill Advertising Limited, signed for the company.
Representatives of UNESCO and Windmill Advertising Limited hold the memorandum of understanding after signing the agreement to promote Bangladesh's Rickshaw Art, as shown in a courtesy photo.
“Rickshaw Painting is a living tradition sustained by the knowledge, skills and creativity of artists. The artists themselves are the driving force behind keeping this art form alive. Through this partnership between UNESCO and Windmill, we will support artists’ livelihoods and help them pass their skills on to younger generations so that the tradition continues to thrive,” said Vize.
Patwary stated: “Through this partnership, we aim to preserve the rich heritage of Bangladesh’s Rickshaw Art while creating new opportunities and possibilities for the artists associated with it. Our goal is to bring Rickshaw Art to a broader audience through creative communication, skills development and connections with new markets.”
In 2023, "Dhaka’s Rickshaws and Rickshaw Painting" was inscribed on UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity.
Building on this recognition, UNESCO and Windmill Advertising Limited will work together to safeguard the history, aesthetics, and cultural significance of Rickshaw Art while contributing to the social and economic advancement of associated artists.
Under the partnership, an integrated project titled “Rickshaw Painting: Expanding the Canvas” will be implemented.
The project will include training and skills development programs for artists, initiatives to expand the commercial potential of the art form, opportunities to connect artists with leading brands, and exhibitions and promotional activities to showcase the tradition to wider audiences.
The project also aims to highlight the creativity, stories, and visual language reflected in Bangladesh’s Rickshaw Art while supporting the livelihoods of artists.
The memorandum of understanding signing ceremony was attended by Kizzy Tahnin, Head of Culture at UNESCO Dhaka; Bipasha Tripura, Program Assistant for Culture; and Md Motiur Rahman Rabbi, Manager of Operation & Client Service at Windmill Advertising Limited.
Through this partnership, the experience of Windmill Advertising Limited in creative communication, public awareness, digital promotion, and capacity development will complement the work of UNESCO in safeguarding living cultural heritage.
The collaboration will also focus on documenting the knowledge and skills of artists and helping to pass them on to future generations.
Why it matters
The partnership provides a structured framework to expand international market access and commercial opportunities for Bangladeshi rickshaw artists.