UNESCO and Windmill Advertising Sign MoU to take Bangladesh’s Rickshaw Painting to the world stage

UNESCO and Windmill Advertising Limited have signed a memorandum of understanding (MoU) to promote Bangladesh’s traditional Rickshaw Painting on the global stage and create new opportunities for the artists associated with this vibrant cultural tradition. The MoU was signed on 7 October 2026 at the UNESCO Dhaka Office in Dhaka.

The MoU was signed by Dr. Susan Vize, Head of Office and UNESCO Representative to Bangladesh, on behalf of UNESCO, and Schumonn Patwary, Chief Strategic Planner, Windmill Advertising Limited, on behalf of Windmill Advertising Limited.

“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 artform. 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 Dr. Vize.

Schumonn Patwary said, “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 take Rickshaw Art to a broader audience through creative communication, skills development and connections with new markets.”

‘Dhaka’s Rickshaws and Rickshaw Painting’ was inscribed on UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity in 2023. Building on this recognition, UNESCO and Windmill Advertising Limited will work together to safeguard the rich history, aesthetics and cultural significance of Rickshaw Art, while contributing to the social and economic advancement of the artists associated with this unique art form.

Under this partnership, an integrated project titled ‘Rickshaw Painting: Expanding the Canvas’ will be implemented. The project will include training and skills development programmes for artists associated with Rickshaw Painting, initiatives to expand the commercial potential of the art form, opportunities to connect artists with leading brands, and exhibitions and promotional activities to bring this artistic tradition to wider audiences.

Alongside supporting artists’ livelihoods, the project also aims to highlight the creativity, stories and visual language reflected in Bangladesh’s Rickshaw Art.

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

Through this partnership, Windmill Advertising Limited’s experience in creative communication, public awareness, digital promotion and capacity development will complement UNESCO’s work in safeguarding living cultural heritage. The collaboration will also place emphasis on documenting the knowledge and skills of artists and helping pass them on to future generations.