In Bengaluru's bustling streets, advertisements are a common sight, but Swish, a Bengaluru-based startup, took an unconventional approach by hiring people to carry illuminated advertisement boards. Pictures and videos of these "human ads," promoting Swish's 10-minute food delivery service, have gone viral on social media, sparking a heated debate.

The Controversy

The viral images show men walking at night with illuminated boards strapped to their backs, displaying Swish’s advertisements. A social media post sarcastically commented:

“VC: how much funding do you need?Startup: 5 million $VC: what’s your customer acquisition plan?Then: Human adsVC: Take my money.”

The post triggered criticism, with users labeling the practice as:

• “Disgraceful”
• “Dehumanizing”
• “Sad”

One user wrote, “This ad is in too many places now, and it doesn’t feel good.” Another commented, “They’re walking around with that heavy thing on their backs for god knows how long.”

Support for Creativity

Amid the backlash, some users appreciated Swish’s bold strategy. They praised the potential of digital out-of-home (DOOH) advertising, calling it an untapped market in India. Comments included:

• “Absolutely love DOOH adverts! A relatively unexplored segment in India.”
• “Swiggy did something similar 10 years ago. There’s merit in trying new media channels.”

Previous Controversy

Swish isn’t new to sparking debates. In August, the company announced its 10-minute food delivery service, claiming to bypass Bengaluru’s notorious traffic to deliver fresh meals quickly. Co-founder Ujjwal Sukheja shared on X (formerly Twitter):

“We take care of tech, food, and delivery so we can minimize the delivery time for you.”

While some lauded the innovation, others raised concerns about:

• The quality of food prepared under tight deadlines.
• Safety risks for delivery personnel rushing to meet the time frame.

The Verdict

Swish’s unconventional advertising and superfast delivery model highlight its focus on innovation but also raise questions about ethics and sustainability in a competitive market. Whether this approach will win customers or face further criticism remains to be seen.

Source : News18