By Online Desk
Food supply app Zomato got here up with an commercial ‘Kachra Bhi Khelega’ for World Environment Day on June 5. Although the supposed intent of the marketing campaign was to unfold consciousness about recycling, it has drawn backlash for being casteist and insensitive.
The advert featured Aditya Lakhia, who performed the character ‘Kachra’ within the 2001 Aamir Khan starrer ‘Lagaan’ as a metaphor to symbolize kachra or rubbish. In the movie, he’s a marginalised Dalit man who’s ostracised from his village on account of his caste standing. Throughout the movie, his actual identify shouldn’t be revealed and different characters use the casteist slur ‘Kachra’ to confer with him. Later, in the midst of the movie, he’s included within the cricket workforce by Aamir Khan’s character regardless of opposition from different workforce members. He finally helps the workforce win towards the British gamers.
Taking to Twitter, notable filmmaker Neeraj Ghaywan of ‘Masaan’ fame mentioned, “#Kachra from #Lagaan was one of the most dehumanised voiceless depictions of Dalits ever in cinema. @Zomato has used the same character and made a repulsive #casteist commercial. A human stool? Are you serious? Extremely insensitive!”
#Kachra from #Lagaan was one of the crucial dehumanised unvoiced depictions of Dalits ever in cinema. @zomato has used the identical character and made a repulsive #casteist business. A human stool? Are you critical? Extremely insensitive! https://t.co/xWUpDatUvD
— Neeraj Ghaywan (@ghaywan) June 8, 2023
The meals firm in its now-deleted advert on YouTube claimed it has “recycled 20 million kg of plastic kachra so far.”
“Last time when kachra played, India won. This time earth will win. We believe in the power of recycling, and kachra — the best spinner in the entire British Raj does as well,” the outline of the advert learn.
As ire grew and the advert got here beneath assault on social media for being casteist, the corporate issued an apology from its official Twitter deal with and mentioned the intent was to “spread awareness about the potential of plastic waste and benefits of recycling in a humorous way.”
“Unintentionally, we may have hurt the sentiments of certain communities and individuals. We have taken down the video,” it mentioned.
Here are some reactions to the advert from Twitter customers:
Food supply app Zomato got here up with an commercial ‘Kachra Bhi Khelega’ for World Environment Day on June 5. Although the supposed intent of the marketing campaign was to unfold consciousness about recycling, it has drawn backlash for being casteist and insensitive.
The advert featured Aditya Lakhia, who performed the character ‘Kachra’ within the 2001 Aamir Khan starrer ‘Lagaan’ as a metaphor to symbolize kachra or rubbish. In the movie, he’s a marginalised Dalit man who’s ostracised from his village on account of his caste standing. Throughout the movie, his actual identify shouldn’t be revealed and different characters use the casteist slur ‘Kachra’ to confer with him. Later, in the midst of the movie, he’s included within the cricket workforce by Aamir Khan’s character regardless of opposition from different workforce members. He finally helps the workforce win towards the British gamers.
Taking to Twitter, notable filmmaker Neeraj Ghaywan of ‘Masaan’ fame mentioned, “#Kachra from #Lagaan was one of the most dehumanised voiceless depictions of Dalits ever in cinema. @Zomato has used the same character and made a repulsive #casteist commercial. A human stool? Are you serious? Extremely insensitive!”googletag.cmd.push(perform() googletag.show(‘div-gpt-ad-8052921-2’); );
#Kachra from #Lagaan was one of the crucial dehumanised unvoiced depictions of Dalits ever in cinema. @zomato has used the identical character and made a repulsive #casteist business. A human stool? Are you critical? Extremely insensitive! https://t.co/xWUpDatUvD
— Neeraj Ghaywan (@ghaywan) June 8, 2023
The meals firm in its now-deleted advert on YouTube claimed it has “recycled 20 million kg of plastic kachra so far.”
“Last time when kachra played, India won. This time earth will win. We believe in the power of recycling, and kachra — the best spinner in the entire British Raj does as well,” the outline of the advert learn.
As ire grew and the advert got here beneath assault on social media for being casteist, the corporate issued an apology from its official Twitter deal with and mentioned the intent was to “spread awareness about the potential of plastic waste and benefits of recycling in a humorous way.”
“Unintentionally, we may have hurt the sentiments of certain communities and individuals. We have taken down the video,” it mentioned.
Here are some reactions to the advert from Twitter customers:
