ControversyThe ad, which uses the character Kachra from Lagaan to symbolically represent garbage that can be recycled into everyday objects, was taken down by Zomato on June 8.Aditya Lakhia as 'Kachra' in the Zomato ad / YouTubeFacing criticism on the internet for its recent marketing campaign titled 'Recycling Kachra’, popular online food delivery platform Zomato has taken down the advertisement from YouTube and other social media platforms. The campaign featured actor Aditya Lakhia, known for his portrayal of 'Kachra' in Ashutosh Gowariker's Hindi film Lagaan (2001), and drew backlash for allegedly dehumanising the Dalit character. In the ad, Zomato used the character of Kachra, whose name translates to waste, to symbolically represent him as garbage that can be recycled into everyday objects. The commercial depicts him as a human table, hand towel, lamp, flower pot, paper, paperweight, watering can, and various types of jackets. Following the release of the ad on Monday,...
- 6/8/2023
- by LakshmiP
- The News Minute
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