The menacing cause of under-age prostitution has been brought to the fore in a new advertisement by an NGO (non-governmental organization).

Just as the world celebrated International Day for the Elimination of Violence against Women on 25 November, a stark video by NGO 'Bachpan Bachao Andolan' (BBA) has surfaced, which addresses the sensitive topic of overwhelming numbers of child prostitution in India.

Under the soul-stirring lyrics of Paolo Nutini's "These Streets," the video features a visibly disturbed young girl who is a victim of sex trade. A pimp looks on as the minor reluctantly crosses a road and approaches her customer in a waiting car.

After much deliberation, the girl finally gets into the car as an alarming message displayed says: "In India everyday 40 girls under the age of 15 are forced into prostitution."

The thought-provoking video further urges common man to refrain from being a silent participant, and instead report such incidents to the authorities.

The video, which was uploaded on 14 November, has so far received more than 800,000 hits and invited vigilant comments from viewers.

"An insane world we live in, where toy after 16 becomes the body of some person, where money is so DOMINANT that the ones who have it do whatever they want and the ones who are in need of it are forced to do the unthinkable, where children in their innocent years are forced to become a part of this HARSH WORLD, every such guy in the car deserves DEATH for bargaining the value of a girl's innocence...," said one viewer.

Speaking up for the cause of the video, Rajesh Sengar of BBA calls for awareness and believes the video might send the right message.

"One shouldn't look away. In the last 33 years that we have been working for the cause, we have rescued 82,000 kids," quoted Sengar as saying.

Watch the video: