Horn Please – A Unique Corporate Branding Move by Safe Express

If you’ve ever been to India, you’re familiar with the phrase “Horn Please”—a ubiquitous sign painted on the back of almost every truck, signaling overtaking drivers. More than just road etiquette, these colorful messages and intricate truck designs are a unique part of India’s trucking culture. It’s a world rich in visual storytelling, making it an ideal subject for photography and corporate branding.

Recognizing this, Safe Express, one of India’s leading logistics companies, took an innovative approach by documenting this culture in Horn Please – Trucks and Trucking in India. Published in January 2014, the book goes beyond transportation—it tells the human story behind the trucking industry, highlighting the lives of truckers and the realities of India’s highways. Spearheaded by Divya Jain as part of a corporate branding initiative, the book leveraged photography and corporate branding to build a deeper connection between the company, its industry, and the public. Safe Express, with its vast fleet of trucks crisscrossing the country, used this project as a way to align its brand identity with the very culture that defines India’s roadways.

Horn Please Trucks and Trucking in India

My Role as Photo Editor and Photographer for Horn Please

I was brought on as the photo editor to put this project together, overseeing the visual storytelling that formed the foundation of this corporate branding effort. In addition to editing, I also shot most of the images featured in Horn Please and assembled a team of talented photographers—Zackary Canepari, Claude Barutel, and Thomas Pickard—to contribute to the book.

Corporate Branding Through Photography and Storytelling

Successful corporate branding isn’t just about logos or advertisements—it’s about creating an emotional connection. Safe Express took an innovative approach, using corporate photography to tell the story of India’s trucking industry. Instead of a conventional marketing campaign, Horn Please became a powerful branding tool, highlighting the artistry, struggles, and untold stories of truckers.

The Role of Photography in Corporate Branding

The book’s visual impact played a major role in reinforcing corporate branding. Every image captured the essence of life on Indian highways—from ornately decorated trucks to the resilience of truck drivers and the vast landscapes they navigate. High-quality corporate photography transformed this initiative into something much more than a branding exercise—it became a lasting cultural documentation of an industry that moves the nation.

Why Photography and Corporate Branding Go Hand in Hand for Stronger Brand Identity and Market Presence

Safe Express set a benchmark for how photography and brand storytelling can extend beyond traditional promotions. By embracing visual storytelling and corporate identity, they built a compelling narrative that not only strengthened their market presence but also paid tribute to the trucking industry and the people behind it.

Being part of this project was an incredible experience—not just as a photo editor but as a photographer deeply invested in capturing authentic stories. Horn Please remains a testament to the power of commercial photography in brand development, proving that the right imagery can elevate a business initiative into something truly memorable and culturally significant.