Zomato has faced criticism for pulling a commercial depicting a Dalit character in a way that sparked outrage among social media users. The online meal delivery platform’s World Environment Day advertisement depicted the figure Kachra literally as Kachra (trash), built out of recovered waste products. The majority of the population, however, found the representation disrespectful and damaging to particular cultures.
The advertisement featured actor Aditya Lakhia, well known for his role as Kachra in Aamir Khan’s 2001 movie Lagaan. Kachra, which means waste in Hindi, is a crippled character in the film who experiences social rejection until he becomes an important member of Bhuvan’s cricket team and helps the villagers win a match.
The advertisement’s goal was to emphasize Zomato’s voluntary garbage recycling activities. The representation of the figure executing activities using recycled goods such as a lamp, table, paper, and watering can, on the other hand, drew criticism for propagating stereotypes and dehumanizing tasks.
Following the reaction and boycott calls, Zomato decided to delete the contentious ad from all of its social media sites. The corporation admitted that the commercial had unintentionally harmed specific groups and made urgent efforts to correct the situation.
