The National Commission For Scheduled Castes has issued a warning to food delivery service Zomato for the depiction of a Dalit character in one of its advertising campaigns. Aditya Lakhia, who played the role of “Kachra” in the 2001 film “Lagaan,” appeared in Zomato’s World Environment Day advertisement. The advertisement, which was shown on June 5 in honour of World Environment Day, associates the lead character, Kachra, with the Hindi term for waste, “kachra.”
The corporation removed the video after receiving criticism on social media, claiming it had “unintentionally” harmed some groups. “We may have unintentionally harmed the feelings of some communities and people. The video has been removed, according to the business. However, the National Commission for Scheduled Castes announced that it will look into the situation and also served Deepinder Goyal, the creator of Zomato, with a notice.
The notification to the creator of Zomato stated, “If the commission fails to get a reply from you within the specified time, the commission may issue summons for your personal appearance.” Actor Aditya Lakhia is shown as a lamp, paper, paperweight, watering can, and several sorts of coats in the almost two-minute commercial, with the accompanying text explaining how much recycled “kachra” was required to manufacture each item.
Until he is chosen to play for the team, the crippled character Kachra in the movie “Lagaan” is rejected by his fellow villagers. He ultimately plays a crucial part in helping his side pull off an unexpected victory. The inclusion of the figure in the advertising campaign was done to emphasise the value of preventing food waste and to call attention to the difficulties encountered by disadvantaged groups in society.
The advertising failed to connect with the public, and people criticised it on social media as being tone-deaf. The meal delivery service has previously encountered marketing failures as well. An outdoor advertising campaign in 2017 included the Hindi expletives “MC, BC” as acronyms for mac n’ cheese and butter chicken in major cities including Delhi, Mumbai, and Bengaluru. Hrithik Roshan, an actor, was shown as having a longing for a “thali” (food platter) in Ujjain and ordering one from “Mahakal” in an advertisement that Zomato removed in 2022.
The revered Mahakaleshwar temple’s priests in Madhya Pradesh complained, saying it hurt their Hindu beliefs, and they requested its evacuation. Narottam Mishra, the home minister for Madhya Pradesh, has ordered the police to investigate the situation. Later, the corporation issued an apology, making it clear that the reference to “Mahakal” was referring to a restaurant and not a temple.
For more such updates, keep reading techinnews
