Horn Please is a documentary film that encapsulates various aspects of the Indian Truck art, an art form that makes journeys through the dusty highways of India, incredible in more ways than one. This documentary film focuses on the origin and evolution of truck art, and how it influences not just the world of art, but also the lives of its artists and the truckers who interact with it on a daily basis. At its heart, Horn Please investigates, whether this traditional art as a unique form of expression, will survive the modern day demands of the Industry. The title of the documentary film—Horn Please—is derived from a painted message seen behind most of the trucks in India. It is a signal for the vehicles behind the trucks to blow the horn before overtaking. The sheer exposure of the signage has led it to become a popular phrase among Indians. It is nearly impossible to trace the origin and relevance of Horn Please. Everyone has a different story of why it is an integral element of Truck Art.

An important factor that helped in developing a strong storyline of Horn Please was that fact that the quality of research was given more emphasis than the quantity. Keeping focus on the subject matter of the film, the art form was approached from three different perspectives—the user (drivers/owners), the practitioner (truck painters), as well as the skilled observer (historians and design educators). Divided into nine sections —The Fuel to Truck Art, Travel Companion, Lettering, The Soul, Speed Breakers, Transformation, Indian Truck Art going places, The Next Gen, and The Crossroads—Horn Please tries to tell the story of the Trucking industry, the truck art as well as the people associated with it. The nine chapters help to pace out the storyline by emphasizing on topics such as: introduction and significance of truck art in India, process, time and cost involved, truck as home/wife, transformations, problems, future of truck art, etc.

  • chapter1
  • chapter2

  • chapter4

  • chapter6

  • chapter08

The release of the documentary film needed a proper marketing plan to attain maximum reach even before audiences saw it on the bigger screen. In this digital world where most of the world’s information is available at the fingertips, it was important to have a PROJECT WEBSITE and a PROJECT FAN PAGE on a popular social media site to help publicize the documentary.

The website played a key role in formally addressing the public, informing them about the project, the team, the research etc. On the other hand, the social media page helped the project to actively engage with the audience and kept them up-to-date with the current news and events.

  • website 1

  • website 2
  • website 3

A film poster was created to announce the name of the core team members with details of the venue and date of the next screening.

The poster is decorated with symbols, motifs and typographic styles inspired by the Truck Art of India.

ikea poster

Horn Please Poster was a semifinalist at the 2013 Adobe Design Achievement Awards.

The Horn Please documentary film was an official selection of at the CinemAsia Film Festival, Philadelphia Asian American Film Festival, New York Indian Film Festival, Chicago South Asian Film Festival (CSAFF) 2013, Automotive Film & Arts Festival and River to River Florence Indian Film Festival 2013. It has also been screened at various international venues including London, Miami, Gainesville and India.

Horn Please involves a collaborative effort by professionals from various industries (advertising, production, editing, music etc.) who came together to create a film and share the story of the truck art of India with the masses. Here’s a complete list of the people who are a part of Team Horn Please.


  1. Indian Trucks and Taxis Get Serious Makeovers | Bas News
    August 5, 2015

    […] Suman, a graphic designer and filmmaker behind the 2013 documentary film “Horn Please,” tells CNN: “A better looking truck attracts more business…It’s like a moving […]

  2. Indian Trucks and Taxis Get Serious Makeovers | ART
    August 6, 2015

    […] Suman, a graphic designer and filmmaker behind the 2013 documentary film “Horn Please,” tells CNN: “A better looking truck attracts more business…It’s like a […]