Zomato Removes Video Amid Backlash over Caste Discrimination in “Kachra” Ad Campaign

Zomato: The popular food delivery platform, has taken down a video from various social media platforms, including YouTube, following widespread criticism and allegations of caste discrimination. The controversy arose in relation to Zomato’s “Kachra ad campaign,” which was released on June 5th, coinciding with World Environment Day. The advertisement featured actor Aditya Lakhia, known for his portrayal of the character “Kachra” in the acclaimed 2001 film, Lagaan.

The campaign aimed to promote the recycling of plastic waste, showcasing Zomato’s claim of having already recycled 20 million kg of plastic. The video depicted the actor transforming into various everyday objects such as a stool, lamp, and hand towel, highlighting the amount of plastic utilized in their production. The emphasis was placed on the significant quantity of plastic that had been recycled to create these items.

However, the ad faced severe backlash due to its connection to the character “Kachra” portrayed by Aditya Lakhia in Lagaan. In the film, “Kachra” represented an individual from a lower caste background and endured social ridicule based on his identity. This association between the ad campaign’s use of the same name and the marginalized character triggered intense discussions and reactions on the internet.

Filmmaker Neeraj Ghaywan voiced his discontent on social media, expressing strong criticism of the campaign’s insensitivity and describing the portrayal of the character “Kachra” in Lagaan as one of the most dehumanizing depictions of Dalits in cinema. Other users also expressed discomfort and unease while watching the ad, despite understanding the campaign’s intent to use the name “Kachra” figuratively rather than directly referencing the Lagaan character.

Speculation arose among users, suggesting that the controversial ad may have been intentionally casteist, with Zomato being accused of humiliating the marginalized character “Kachra.” In response to the mounting backlash, Zomato issued an official statement asserting that they had no intention of hurting any communities or individuals and clarified that the campaign solely aimed to raise awareness about recycling plastic waste on World Environment Day. The statement concluded with Zomato confirming the removal of the video from circulation.