“The 70s might have bought a notable gimmick in Pakistan’s transport industry ”.
Being devised of four vastly different cultures, one is bound to notice the differences between Pakistan’s provinces such as differences in food and culture. Yet, the flamboyant truck art remains the same.
It can be put to the argument that truck art might be as rich as any other thing in Pakistan’s history. Originating during the 1920s as a part of the Bedford imported trucks with decorative bumpers. The European-Imported Bedford trucks, locally made rickshaws, and taxis were eventually looked at as blank canvases. By the time of Pakistan’s independence, this art started featuring patriotic expressions and images. As Pakistan’s trade experienced major success, companies were subjected to long-distance travelling and began featuring their logos on their transport vehicles.
By the 1950s artists, as Hajji Hussain settled in Karachi (the predominant truck art market of the time), people like these had a growing influence on the art; introducing flowers and floral patterns into the genre. It also started featuring Islamic art, sceneries, and scenes from different stories.
These kaleidoscopic patterns of satisfaction were so vogue that many owners spend years worth of their salaries decorating their trucks. Trucks art morphed into the industry of its own; a single paint job would cost a staggering $2000-3000 at the time.
These trucks were dubbed the ‘jingle trucks’ by foreign tourists due to the decorative crown or ‘taj’ and the clanking metal chains that would produce chiming music identical to that of a dancers ‘ghungru’.