A marketing firm based in Kochi, Kerala, has come under intense public scrutiny after disturbing videos emerged showing employees being subjected to humiliating punishments, including crawling with a leash around their neck. The footage, which quickly went viral across social media and television networks, triggered outrage among citizens, spurred government action, and ignited a debate about employee rights and workplace culture in India’s private sector.
Viral Video Sparks Public Outrage and Government Action
The controversy erupted when videos—reportedly recorded 4 to 6 months ago—began circulating across social media platforms and TV channels. One particularly jarring clip showed a man being led like a dog, crawling on his knees with a leash tied to his neck.
The now-viral video reportedly shows:
-
An employee crawling on his knees with a leash around his neck, led like a dog.
-
Others allegedly being forced to undress under orders.
-
Employees purportedly picking up coins with their mouths as a form of punishment.
The incident is believed to have taken place four to six months ago at Keltra, a marketing firm operating in Perumbavoor, near Kaloor, in the Ernakulam district.
Government Agencies Step In
Kerala Labour Minister V Sivankutty condemned the visuals as “shocking and disturbing.” He told the media:
“Such a heinous thing should not have happened in Kerala. I have ordered a probe into the incident and instructed the district Labour officer to submit a report after carrying out a detailed investigation.”
Following this, the Kerala Labour Department officially launched an investigation into the incident.
Human Rights and Youth Commissions Intervene
Several state bodies have initiated formal proceedings:
-
Labour Department: Ordered a full-fledged probe into the allegations.
-
State Human Rights Commission: Registered a case following a complaint by High Court lawyer Kulathoor Jaisingh.
-
Kerala State Youth Commission: Took suo motu cognizance and demanded a report from the district police chief.
Commission Chairman M Shajar stated:
“Legal action should be taken against such practices that are unacceptable in a civilised and democratic society.”
Police Involvement: Conflicting Narratives
According to Station House Officer Rajesh M K, the video was filmed by a former manager of the firm around six months ago. He said:
“We were told this was done as part of a training. We have not registered a case yet since no complaint has been filed.”
Despite the video’s disturbing content, the police have called the footage deceptive, suggesting it may have been staged.
#WATCH | Thiruvananthapuram, Kerala | In a viral video that surfaced on social media, a private firm employee in Kerala was made to crawl like a dog with a leash tied around his neck for failing targets.
BJP leader V Muraleedharan says, "The people of Kerala have been leaving… pic.twitter.com/h2u4YQ8qHY— ANI (@ANI) April 6, 2025
Employee Claims: Two Sides to the Story
Allegations of Abuse
Multiple individuals—believed to be current or former employees—spoke to local news channels, alleging:
-
Crawling and stripping were common punishments for not meeting sales targets.
-
Humiliating acts, including licking coins off the floor, were routine.
-
A culture of fear and intimidation existed within the firm.
These claims raised serious concerns over workplace practices, particularly in small private firms lacking robust HR oversight.
Denials and Support for the Firm
In a dramatic twist, several current employees publicly defended the company, stating:
-
They never faced harassment and felt safe at work.
-
The video was circulated with malicious intent to damage the firm’s reputation.
-
The firm does not impose sales targets and operates on a commission-based salary model.
A woman employed at Keltra told local media that she had never witnessed or experienced the kind of abuse being alleged.
The “Dog Leash” Employee Speaks
Interestingly, the man seen crawling with a leash in the viral video also denied any abuse:
-
He confirmed he is still working at the firm.
-
He claimed the video was forcefully recorded by a former manager named Manaf, who had personal grievances with the company’s owner.
-
He stated the video was part of a training session and was used later to tarnish the firm’s image.
According to his statement to both the police and the Labour Department, he had volunteered for the video during his early days at the company. He added that the footage was released after internal disputes and disciplinary action against some employees.
100% literate State Kerala: Shocking video claiming to be of Employees of a company getting punished for missing Sales Targets goes viral....allegedly they were forced to Crawl, Lick spit & Bark like dogs. #kerala #dog #man #bengaluru #bangalore @CMOKerala @TheKeralaPolice… pic.twitter.com/pJITB0MNR3— Karnataka Portfolio (@karnatakaportf) April 6, 2025
Firm Owner's Troubling Past
Adding fuel to the controversy, reports revealed that the firm's owner had been arrested earlier in an unrelated sexual assault case. Though authorities have not drawn any formal links between the past incident and the current allegations, this revelation has intensified public suspicion and reinforced demands for better oversight of private firms.
The Police’s Position: No FIR Yet, But Pressure Mounts
So far, the Kerala police have not registered an FIR, citing the absence of a formal complaint. However, SHO Rajesh M K noted that investigations are ongoing to verify the authenticity and context of the videos.
Interestingly, the police have labeled the video as “deceptive,” suggesting it may have been staged or misrepresented by the former manager to malign the company’s reputation.
However, the combination of the Labour Department's investigation, and probes by the Human Rights and Youth Commissions, could soon push legal proceedings forward.
Key Takeaways and Broader Implications
-
Kerala’s labour and human rights institutions acted promptly, signalling zero tolerance for workplace abuse.
-
Conflicting employee accounts highlight the complexities involved in addressing workplace misconduct—especially when power dynamics, retaliation fears, or misinformation come into play.
-
The controversy underscores the need for clear HR policies, anonymous grievance redressal mechanisms, and better regulation in India’s private sector, particularly in small to mid-sized enterprises.
What Lies Ahead?
The Keltra controversy serves as a wake-up call. Whether or not the firm is ultimately found guilty of misconduct, the case has already sparked a vital conversation around dignity at work, workplace culture, and the responsibility of employers in India.
Whether this incident is ultimately proven to be a case of malicious intent or systemic abuse, it has already served one purpose: it has sparked an urgent conversation that was long overdue.
As the state awaits the outcome of official investigations, the bigger question remains: Will this case be a turning point that empowers employees to speak up—or will silence continue to shield toxic corporate practices?
With inputs from agencies
Image Source: Multiple agencies
© Copyright 2025. All Rights Reserved Powered by Vygr Media.
