Zomato's New Campaign Turns Sour Igniting Backlash From Netizens
On the world environment day, Zomato launched their new ad campaign ‘Kachra’, with the goal of raising awareness about the issue of food waste and emphasising the recycling of the plastic waste in order to promote cleanliness. The advertisement featured a Dalit figure named 'Kachra' from the Oscar-nominated film Lagaan, who transforms into a paperweight, table, flower pot, hand towel, jacket, and lamp, as shown in the ad.
However, as soon as the campaign was released, it was met with a wave of social media reaction from netizens for drawing a parallel in the ad between a Dalit figure, played by Aditya Lakhia, and Kachra (garbage).
The campaign's purpose was to highlight the company's efforts to help the environment by embracing plastic-free deliveries, but the campaign's insensitive messaging neglected to recognise the socio-economic causes that lead to the marginalised community. The advertisement's efficacy was limited because it did not address the underlying issue of food scarcity. Rather, the commercial began with the resonance of the Dalit character, Kachra, being an object and constantly comparing it to garbage.
Netizens took to social media accusing Zomato's ad campaign of promoting casteism, drawing parallel lines between garbage and the marginalised community.
Neeraj Ghaywan, the director of the film Masaan tweeted in disappointment, stating, “#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!"
Unimpressed by the campaign, Madhureeta Anand, film director, tweeted, "That is just so offensive. One has to wonder who these people are who created the advert, approved it, and put it online without once thinking about it."
Soon after, Zomato withdrew the ad from its YouTube account after receiving apparent outrage and accusations of encouraging casteism on social media.
Adding to it, Zomato also issued an official statement stating, “On world environment day, our intent was to spread awareness about the potential of plastic waste and the 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”.
In the instance of Zomato's new ad campaign, the food for thought for brands is to discern between creative liberty and being casteist in nature. It indicates an unsettling perception of ad campaigns in the eyes of the public.
