Bengaluru’s streets have become the unexpected stage for a new marketing campaign, igniting a firestorm of debate on social media. Swish, a 10-minute food delivery startup, has chosen a highly unconventional approach: human billboards. Images and videos circulating online depict individuals carrying illuminated advertisement boards promoting Swish’s services, sparking a conversation that ranges from praise for innovative thinking to outrage over potential worker exploitation.
The visuals, which have gone viral, show groups of men navigating Bengaluru’s nighttime streets, burdened with what appear to be substantial advertisement boards strapped to their backs. This has led to a wave of criticism, with many social media users expressing concern over the physical strain and ethical implications involved. Commenters have described the campaign as “dehumanizing,” “sad,” and “disgraceful,” questioning the hours these individuals are expected to work under such conditions. The weight of the boards, the extended periods of carrying them, and the potential impact on the workers’ health and well-being are major points of contention. One user poignantly stated, “Maybe it’s just me, but human ads make me so sad, they’re walking around with that heavy thing on their backs for god knows how long.” The lack of transparency regarding worker compensation and working conditions further fuels this criticism, leaving many to question the ethical responsibility of the company.
However, amidst the widespread condemnation, a counter-narrative has emerged, praising the audacity and creativity of Swish’s strategy. Some users see it as a fresh, unexplored marketing avenue in India, potentially offering a significant return on investment. One commentator noted, “This one was good. And here we are banging our heads on how to go for profitability. Difficult to fight with market forces.” Others pointed to similar, albeit arguably less controversial, campaigns from companies like Swiggy, which utilized traffic signal-based promotions years ago. This suggests a history of pushing advertising boundaries, though the ethical considerations surrounding Swish’s approach are significantly more prominent due to the direct physical burden placed on the individuals involved.
The Swish campaign highlights a growing tension between the desire for innovative marketing and the ethical responsibility businesses have towards their workers and the public. The debate extends beyond mere advertising tactics; it raises fundamental questions about worker rights, fair labor practices, and the boundaries of acceptable marketing strategies in the digital age. As the campaign continues to generate both outrage and admiration, it serves as a cautionary tale for businesses looking for innovative marketing strategies, emphasizing the critical need to prioritize ethical considerations alongside creative ambition. The long-term consequences for Swish’s brand image and public perception remain to be seen, but the debate has undoubtedly placed a spotlight on the need for a deeper conversation about ethical marketing practices within the industry.
