UNESCO, Windmill sign MoU to take Bangladesh’s rickshaw art global

Dhaka: UNESCO and Windmill Advertising Limited have signed a Memorandum of Understanding (MoU) to promote Bangladesh’s traditional rickshaw painting globally while creating new livelihood and market opportunities for artists associated with the art form.

The MoU was signed on October 7 at the UNESCO Dhaka Office, according to a press release.

Dr. Susan Vize, Head of Office and UNESCO Representative to Bangladesh, and Schumonn Patwary, Chief Strategic Planner of Windmill Advertising Limited, signed the agreement on behalf of their respective organizations.

Under the partnership, an integrated initiative titled “Rickshaw Painting: Expanding the Canvas” will be implemented to develop artists’ skills, expand the commercial potential of rickshaw art, and connect artists with leading brands.

The initiative will also include exhibitions, promotional activities, and other efforts to bring the distinctive art form to wider audiences in Bangladesh and abroad.

“Rickshaw painting is a living tradition sustained by the knowledge, skills, and creativity of artists who are the core to the survival of the rickshaw painting art form," said Dr. Vize.

“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,” she added.

Patwary said the partnership would seek to preserve the heritage of Bangladesh’s rickshaw art while creating new opportunities for artists.

“Our goal is to take Rickshaw Art to a broader audience through creative communication, skills development, and connections with new markets,” he said.

‘Dhaka’s Rickshaws and Rickshaw Painting’ was inscribed on UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity in 2023.

Building on the international recognition, the two organizations will work to safeguard the history, aesthetics, and cultural significance of rickshaw art while contributing to the social and economic advancement of artists.

The project will also focus on documenting the knowledge and skills of rickshaw artists and facilitating their transmission to younger generations.

Windmill’s expertise in creative communication, public awareness, digital promotion, and capacity development will complement UNESCO’s work in safeguarding living cultural heritage, according to the joint statement.

The signing ceremony was attended by Kizzy Tahnin, Head of Culture at UNESCO Dhaka; Bipasha Tripura, Program Assistant, Culture; and Md. Motiur Rahman Rabbi, Manager, Operation & Client Service, Windmill Advertising Limited.

Dr. Susan Vize, Head of Office and UNESCO Representative to Bangladesh, and Schumonn Patwary, Chief Strategic Planner of Windmill Advertising Limited, seen among other officials from both organizations during the MoU signing ceremony on October 7