An advertisement in India of ‘Happydent teeth whitening gum’ was on various TV channels this year and had displayed worst for human right violation, and is still there. May be call to action. The ad was shot in princely environment of Rajasthan and lights apparently consuming no energy resource but human resource to illuminate the city. By the way if the advisement is really true, which is not then sparkling white teeth could be used by all of us to light our houses by switching on a smile and save energy which is the call of the day. The ad displayed worst form of human exploitation. The 80-second ad with Muskura le, jagmaga le begins with a man in a dhoti and turban cycling furiously. His front tyre falls in the river and he tries to take a ride from a passing car and car has two human headlamps. The driver doesn't stop and the man rushes on. Entering the palace grounds, he passes lamp-posts with men hanging where the bulbs should be. Inside the palace, too, are men in place of light bulbs. The man reaches a balcony from where he swings onto a chandelier and is up other men already on chandelier. Right under the chandelier is the dining table and the ‘king’ is ready to begin his meal. Our man pops a piece of gum into his mouth and smiles, song "tera dil roshan, tera man roshan" comes up and all the "bulbs" in the ad are human chandelier, which light up.
This advertisement may be to promote oral dental chewing gum but also portrays worst from of human rights violation, portrays ‘zamindari’ system which exploited rights of being human being and should be condemned. It promotes discrimination and exploitation. Am not sure what did the ad maker wanted to show via this advertisement but issue is what it is promoting inadvertently and what message we are giving it our young ones on our history. May be this ad is ‘out of the box’ in advertising world but promotes human right violation something which we should be watchful and resent. Companies to have their social responsibility and they should not be promoting use of human like this.