Begin typing your search above and press return to search.
proflie-avatar
Login
exit_to_app
election commmission
access_time 22 Nov 2024 4:02 AM GMT
Champions Trophy tournament
access_time 21 Nov 2024 5:00 AM GMT
The illness in health care
access_time 20 Nov 2024 5:00 AM GMT
The fire in Manipur should be put out
access_time 21 Nov 2024 9:19 AM GMT
America should also be isolated
access_time 18 Nov 2024 11:57 AM GMT
Munambam Waqf issue decoded
access_time 16 Nov 2024 5:18 PM GMT
DEEP READ
Munambam Waqf issue decoded
access_time 16 Nov 2024 5:18 PM GMT
Ukraine
access_time 16 Aug 2023 5:46 AM GMT
Foreign espionage in the UK
access_time 22 Oct 2024 8:38 AM GMT
exit_to_app
Homechevron_rightIndiachevron_rightZomato roundly...

Zomato roundly criticised for ‘Kachra’ campaign based on movie ‘ Lagaan’, video deleted

text_fields
bookmark_border
Zomato roundly criticised for ‘Kachra’ campaign based on movie ‘ Lagaan’, video deleted
cancel

Mumbai: Food delivery company Zomato has taken down a video on Thursday from social media after facing criticisms including the one that called it a ‘repulsive casteist commercial’.

The video was released on YouTube and other platforms as part of World Environment Day campaign featuring actor Aditya Lakhia.

In the video titled ‘Zomato recycles Kachra feat. Kachra as Kachra’, Lakhia appeared as ‘Kachra’ the character he played in the 2001 movie Lagaan.

The movie portrayed Kachra as man from the lower caste facing ridicule for his identity, according to The Indian Express.

The advertisement shows the actor ‘becoming human stool, lamp and hand towel’ as well other objects in daily life.

The advertisement was trying to show the amount of plastic involve in manufacturing them.

The advertisement was reportedly trying to communicate that the company ‘recycles twice the amount of plastic it delivers, and keeps it out of the landfills’.

However, the video has not gone down well with a lot of social media users with many calling out it.

Filmmaker Neeraj Ghaywan referred to the advertisement as a ‘ dehumanized voiceless depictions of Dalits ever in cinema’, adding it is a “repulsive casteist commercial”.

Another user criticised Zomato for ‘ stupid ‘ portrayal of recycling, adding that the company ‘recycled casteism from 2001’.

Zomato said that the video was meant to ‘spread awareness about the potential of plastic waste and benefits of recycling in a humorous way’.

Show Full Article
TAGS:ZomatoLagaanKachra
Next Story