The dehumanization of Dalits through popular media in India has been a persistent problem that raises concerns about social equality and inclusion.
Dalits, historically marginalized and oppressed communities, continue to face discrimination and prejudice in various aspects of society, including the representation of their identity in films, television shows and advertisements.
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Zomato, a popular food delivery app, is facing intense backlash for its recent ad campaign. Zomato is coming under heavy criticism for its dehumanizing portrayal of a Dalit character named ‘Kachra’ (meaning waste) from the 2001 film Lagaan.
Zomato apologized Thursday for inadvertently offending and hurt feelings with an ad.
Following criticism, they decided to withdraw the advertisement, which featured the actor playing the Dalit character Kachra in the film ‘Lagaan’ as an item made from recycled waste.
The ad, aired on June 5, World Environment Day, made a link between the character Kachra and ‘kachra’ (garbage), the Hindi word for it.
Issuing an apology from his official Twitter account, acknowledging that his unintentional actions may have harmed some communities and individuals. They expressed regret and stated that they had removed the video.
The ad, meant to highlight Zomato’s recycling efforts, received intense backlash on social media, with netizens criticizing it for being chaste, disgusting, and highly insensitive.
Filmmakers Neeraj Ghaywan and Madhurita Anand, along with Dalit historian Karunyakara Lella, were among those who spoke out against the announcement.
The two-minute ad featured actor Aditya Lakhia, who played the character in the 2001 film, and displayed various objects made from recycled waste, accompanied by text highlighting the amount of recycled waste used for each item.
Screenshot
Zomato, in the now-deleted YouTube ad, also claimed to have recycled 20 million kg of plastic waste, emphasizing its commitment to recycling and the environmental benefits of its initiatives.
Communications strategy consultant Karthik Srinivasan commented on the controversy, stating that Zomato had not properly considered the portrayal of the character performing dehumanizing tasks.
He pointed out the sensitivity surrounding portrayals of caste in Indian entertainment and how Dalits are often stereotyped.
Screenshot of ad now removed
The ad received criticism online for its perceived casteist undertones.
Ghaywan described it as dehumanizing and offensive, and questioned the people responsible for creating, approving and publishing it without considering its implications.
How dare you @zomato Do you have the audacity to create an advertisement with the most casteistic Dalit character Kachra and literally reduce him to garbage in the name of environmentalism? SC/ST law should be filed against the creators of this ad along with caste awareness and representation on Zomato pic.twitter.com/s1JQhQFbII
—Sankul Sonawane (@Sankul333) June 8, 2023
#Kachra of #Lagaan it was one of the most dehumanized voiceless portrayals of Dalits in film. @zomato has used the same character and made a repulsive #castista commercial. A human stool? Are you serious? Extremely insensitive! https://t.co/xWUpDatUvD
— Neeraj Ghaywan (@ghaywan) June 8, 2023
Filmmaker Madhurita Anand echoed these sentiments, expressing surprise at the offensive nature of the ad.
Dalit historian Karunyakara Lella also criticized Zomato for its “Dalit-phobic” advertisement, questioning its callousness towards Dalit sentiments and calling for a boycott.
Several Twitter users expressed their disgust and called for a public apology, with some even demanding the firing of Zomato’s head of marketing.
Zomato casteista idea to make an announcement and humiliate a marginalized character “Kachra”. pic.twitter.com/nrXB2UF60R
— Hard (@_ambedkarite) June 6, 2023
The folks at Zomato came up with this ad to recycle waste by casting the guy who played kachra in Lagaan. Disgusting, inhuman and chaste announcement. Shameful. The fact that Zomato as a brand hasn’t thought of this is really puzzling. pic.twitter.com/b1hp8bMAD2
— Social Experiment (@GoneWorse) June 8, 2023
Zomato has faced marketing controversies, including a 2017 outdoor ad campaign that used Hindi swear words as abbreviations, which they later withdrew due to social media backlash.
After receiving complaints from the temple priests who claimed that it offended Hindu sentiments, they removed an advertisement featuring actor Hrithik Roshan in 2022.
Kachra in “Lagaan” is a polio-stricken Dalit who faces discrimination but plays a crucial role in the cricket match, challenging caste-based prejudices.
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Source: vtt.edu.vn