5568 x 3712 px | 47,1 x 31,4 cm | 18,6 x 12,4 inches | 300dpi
Date de la prise de vue:
4 janvier 2021
Lieu:
Lahore, Punjab, Pakistan
Informations supplémentaires:
In Pakistan, truck art is more than just cultural expression; it's also a deeply rooted tradition that can cause a business boom for drivers. This dates back to the 1920s, when Bedford started importing trucks from England. They were fitted with large wooden prows on top of the truck bed. Known as a taj, or crown, the ornate prow was also accompanied by decorative bumpers and wood panelling along the cabin. In the late 1940s, when trucks began long-haul journeys to deliver goods, each company designed a logo so that illiterate people would understand who owned the truck. Over time, these logos became increasingly ornate. They were badges of competition. The more flamboyant the design, the better business became. In the 1950s, Karachi became a hub of truck art when an artist known for his elaborate palace frescoes, settled in town. Lacking palaces to paint, he turned to decorating trucks, and his ornate, floral style pushed the genre forward. While truck painting has taken hold in other South Asian countries, the art form in Pakistan is at a whole other level. While the bright colours and ornate decorations are certainly beautiful, the drivers also view it as good return on investment. Clients want to make their trucks stand out. When people look for a truck to hire, they feel that if it looks fancy and newly painted, then it’s probably in better condition and they trust it more. Also known as “jingle trucks” because of the bells festooning the exterior, drivers can easily spend up to $2, 500 for a basic paint job, which is two years' salary. Often, they'll come back for touch-ups every few years to keep things fresh. Truck decoration is a business of its own, with thousands of workshops providing work to tenths of thousands of employees across the country.
