The Jingle Trucks of Pakistan

A typical Pakistani truck driver spends more time with his truck than he does with his wife. Which explains why he wants his 10-ton six-wheeler to look like a new bride. These trucks plying across Pakistan’s national highways and the neighboring country of Afghanistan are distinctively ostentatious. The entire trucks, from top to bottom, are a riot of colors. Lavishly painted panels containing a mosaic of birds, flowers, landscapes, saints, and actresses in hyper-saturated color palette adorn the exterior, while plastic flowers, draped beads, mirrors, ribbons and velvet grace the interior. The cabin is crowned by a custom built wooden prow wrapped in more kitschy artwork, while a string of metal bells dangle from the chassis all round the periphery. When the truck is in motion, these bells clang against each other like a new bride’s ghungroo . This is where the nickname “jingle trucks” come from—coined by US troops deployed in Afghanistan. Photo credit: ISAF Public Affairs/Flickr And it isn’t just trucks alone. Passenger buses, water tankers, transport vans, rickshaws, and even vendors’ pushcarts are psychedelically decorated with eye-popping colors. It’s like a rolling folk art, “a national gallery without walls, a free-form, kaleidoscopic exhibition in perpetual motion,” as Richard Covington puts it. The tradition of decorating trucks began sometime in the 1920s with the introduction of the long-distance Bedfords—a British-built truck with rounded cab and seven-feet high paneled sides that was to become the country’s most prestigious and dependable truck for more than half a century. Originally trucks were painted with each company’s logo so that illiterate people could recognize who owned the trucks. Gradually, these logos became more fanciful, flamboyant and competitive. By the 1950s, stylized murals and frescoes had begun to replace them.