On World Environment Day, June 5, popular food delivery platform Zomato launched an advertisement campaign aimed at shedding light on the issue of plastic waste and its impact on the planet. However, the ad sparked controversy and faced severe backlash on social media.

The campaign featured actor Aditya Lakhia, known for his role as ‘Kachra’ in the 2001 film ‘Lagaan.’ In the video, Lakhia was depicted as various objects such as a lamp, paper, paperweight, watering can, and different types of jackets. The accompanying text highlighted the amount of recycled ‘kachra’ (garbage) used to create each item in the frame.

Social media users criticized the ad for drawing a parallel between the garbage and the marginalized, paraplegic character portrayed by Lakhia in the film. The comparison was deemed insensitive and disrespectful.

In response to the backlash, Zomato explained that the intention behind the ad was to showcase its commitment to recycling and reducing plastic waste. The company claimed to voluntarily recycle over 100% of the plastic used in packaging orders, effectively keeping it out of landfills. They emphasized their belief in the power of recycling, likening it to the character ‘Kachra’ from ‘Lagaan.’

However, the ad failed to resonate positively with a section of the internet. Twitter users voiced their disappointment and accused Zomato of being tone-deaf and perpetuating casteist stereotypes. Director Neeraj Ghaywan, known for the critically acclaimed film ‘Masaan,’ criticized the ad and described the depiction of the character as dehumanizing and casteist.

In light of the significant backlash, Zomato decided to take down the ad and issued a statement on social media. The company expressed regret for unintentionally hurting the sentiments of certain communities and individuals. They clarified that the aim was to raise awareness about plastic waste and recycling in a humorous manner but acknowledged that they had missed the mark.

Zomato’s decision to remove the controversial ad demonstrates their willingness to listen to feedback and address concerns. The incident serves as a reminder of the importance of sensitivity and careful consideration when approaching social and environmental issues in advertising campaigns.

On World Environment Day, June 5, popular food delivery platform Zomato launched an advertisement campaign aimed at shedding light on the issue of plastic waste and its impact on the planet. However, the ad sparked controversy and faced severe backlash on social media.

The campaign featured actor Aditya Lakhia, known for his role as ‘Kachra’ in the 2001 film ‘Lagaan.’ In the video, Lakhia was depicted as various objects such as a lamp, paper, paperweight, watering can, and different types of jackets. The accompanying text highlighted the amount of recycled ‘kachra’ (garbage) used to create each item in the frame.

Social media users criticized the ad for drawing a parallel between the garbage and the marginalized, paraplegic character portrayed by Lakhia in the film. The comparison was deemed insensitive and disrespectful.

In response to the backlash, Zomato explained that the intention behind the ad was to showcase its commitment to recycling and reducing plastic waste. The company claimed to voluntarily recycle over 100% of the plastic used in packaging orders, effectively keeping it out of landfills. They emphasized their belief in the power of recycling, likening it to the character ‘Kachra’ from ‘Lagaan.’

However, the ad failed to resonate positively with a section of the internet. Twitter users voiced their disappointment and accused Zomato of being tone-deaf and perpetuating casteist stereotypes. Director Neeraj Ghaywan, known for the critically acclaimed film ‘Masaan,’ criticized the ad and described the depiction of the character as dehumanizing and casteist.

In light of the significant backlash, Zomato decided to take down the ad and issued a statement on social media. The company expressed regret for unintentionally hurting the sentiments of certain communities and individuals. They clarified that the aim was to raise awareness about plastic waste and recycling in a humorous manner but acknowledged that they had missed the mark.

Zomato’s decision to remove the controversial ad demonstrates their willingness to listen to feedback and address concerns. The incident serves as a reminder of the importance of sensitivity and careful consideration when approaching social and environmental issues in advertising campaigns.