‘Modern-Day Exploitation?’ Bengaluru Startup Hire For Employees Carrying Advertisement Boards

In Bengaluru, which is known for its fast pace and innovative culture, billboards and banners have become a common feature. Swish, a Bengaluru-based startup, has, however, recently created a stir on social media with a new advertisement campaign. The company hired people to carry illuminated advertisement boards on their backs to promote its 10-minute food delivery service.

Human Billboards Light Up Bengaluru Streets

Pictures and videos of the innovative marketing strategy have spread like wildfire on social media. The images show men walking through the streets of Bengaluru at night carrying heavy, brightly lit advertisement boards with the services of Swish.The campaign aimed at grabbing attention but has received flak for exploiting labor.

Mixed Reactions from Social Media

Social media users commented with a wide array of emotions about the ad campaign. One user simply wrote, “This ad is appearing in too many places now, and it doesn‘t feel good.” Another stated, “Human ads make me so sad—they‘re walking around with that heavy thing on their backs for god knows how long.”

HAVE A LOOK AT THE VIRAL POST:

This highly shared post was a scathing satire that criticised the campaign by saying, “VC: how much funding do you need? Startup: $5 million. VC: what‘s your customer acquisition plan? Then: Human ads. VC: Take my money.”

Ethical issues and backlash

Such campaign sparks ethical considerations about dignity of work and appropriate practices within current advertising models. Even while there are individuals who label the move a creative ploy in advertising, it leaves more on its opposing view saying it undermines human dignity to play such practices.

Swish has so far failed to comment regarding the controversial debates, however, but debates may have provided a perfect milestone in demonstrating the boundaries separating creativity in advertising with social responsibility in advertising.