ABOUT THE CAMPAIGN
Reviving a Tradition,
Building a Safer Tomorrow
For decades, slogans painted behind trucks have carried humour, wisdom, emotion, and philosophy across India's highways. These words are more than decoration - they reflect the experiences, creativity, and values of the trucking community.
In July 2018, the Ustaad Slogan Revival Campaign was launched to celebrate this fading tradition and encourage meaningful messages that promote responsible driving and road safety.
The initiative was associated with CSIR–Central Road Research Institute (CSIR-CRRI), with Farhat Azad playing an important role in the campaign.
Beyond reviving slogans, the campaign also recognised truck drivers who demonstrated safe driving practices, helped fellow drivers, and contributed positively to their communities.
Selected drivers were honoured with sweets and a traditional pagdi, symbolising respect, appreciation, and dignity.