A recent image shared by a marketing strategist has drawn attention to a controversial advertising method that is gaining traction in Bengaluru – using humans as walking billboards.
The photo displayed three men walking down a bustling street at night, each carrying a green, illuminated advertisement promising a 10-minute food delivery service.
Sharing the picture on X, a user wrote, “VC : how much funding do you need ? Startup : 5 million $ VC : what’s your customer acquisition plan. Then : Human ads. VC : Take my money.”
VC : how much funding do you need ?
Startup : 5 million $
VC : what’s your customer acquisition plan
Then : Human ads
VC : Take my money pic.twitter.com/67BkVHLG1j— Roshan (@roshanonline) December 6, 2024
The internet reacts:
The post soon went viral, garnering over 136k views on X alone in a matter of hours. It provoked a wave of backlash and heated debates on the ethics and practicality of mobile billboards. While some highlighted the potential profitability of such ventures, other criticized them for being exploitative and unnecessary.
“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,” wrote one user.
“I don’t know how one sees this and doesn’t feel sick in their stomach,” said another user. “India with cheap labor at it’s disposal, always ready to get exploited in multiple ways. This reminds me of people who used to hold lamps over their heads in shadi ki barat,” read another comment.
Another user also pointed out the resemblance to Black Mirror, a series that focuses on a dystopian future of exploitive technology.
The concept of human billboards is not entirely new, dating back to at least the 19th century. However, it has evolved significantly with modern technology. Today, human billboards often carry electronic boards in order to draw attention in crowded spaces. It is becoming increasingly common as a street advertising tactic in India, provoking both support and opposition from the people.
