UNESCO, Windmill Sign MoU To Take Rickshaw Painting Global

UNESCO and Windmill Advertising Limited signed a Memorandum of Understanding on October 7, 2026, at the UNESCO office in Dhaka to showcase Bangladesh’s traditional rickshaw painting globally. Following its 2023 inscription on UNESCO’s Intangible Cultural Heritage list, the initiative aims to protect this living heritage while improving the socio-economic conditions of its creators.

Dr. Susan Vize, Head of Office and UNESCO Representative to Bangladesh, emphasized that artists are the core strength keeping this art form alive. She stated that the partnership will support artists’ lives and livelihoods, ensuring their vital skills and creativity are successfully passed on to the new generation.

Suman Patwary, Chief Strategy Officer of Windmill Advertising Limited, highlighted that the collaboration creates new possibilities for artists alongside heritage preservation. Their goal is to elevate rickshaw art through creative communication, strategic skills development, and expanding connections with brand-new markets.

The integrated project titled ‘Rickshaw Painting: Expanding the Canvas’ will execute comprehensive training programs and commercial initiatives. Key goals include connecting artists with major brands, hosting prominent exhibitions, documenting traditional knowledge, and celebrating the unique visual language expressed in Bangladeshi rickshaw art.

The signing ceremony also welcomed other key figures, including Kizzy Tahmin and Bipasha Tripura from UNESCO, alongside Md. Motiur Rahman Rabbi from Windmill. This joint effort successfully combines UNESCO’s heritage safeguarding expertise with Windmill’s strengths in digital promotion, public awareness, and capacity building.