Swish, a Bengaluru-based startup that uses people as walking advertisements instead of traditional billboards, has created a social media stir with its unconventional marketing strategy, using people as walking advertisements instead of traditional billboards. On the internet, photos, and videos of people carrying illuminated ad boards promoting Swish's 10-minute food delivery service have gone viral, sparking a discussion among internet users.

The viral photos show men navigating Bengaluru's streets at night with heavy billboards strapped to their backs, as seen in the photos. The creativity of this unique approach was appreciated by some, but others called it exploitative and dehumanizing.

The advertisements felt uncomfortable to watch, according to one user on social media. One person commented that the idea of human advertisements was ‘low-key disgraceful’.

With heavy boards strapped to their backs, it raises questions about the physical strain to endure the folks.

The platform launched its 10-minute food delivery service months after this human ad strategy. The concept was explained by co-founder Ujjwal Sukheja on X (formerly Twitter).

In a city where brands often compete for the public's attention with massive billboards and eye-catching campaigns, the platform’s latest marketing move has again sparked discussions about inventive advertising strategies.

Ethical concerns arise when it comes to using human advertisements as a marketing tactic. It demonstrates ingenuity and inventiveness, allowing brands to stand out in a crowded advertising landscape. On the other hand, it can be seen as exploitative or dehumanizing, particularly if it places undue physical strain on individuals or reduces their worth to mere advertising tools.