Explained: Zomato Under Fire For Linking Dalit Character 'Kachra' From Lagaan To Recycled Waste

The dehumanization of Dalits through popular media in India has been a persistent issue 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 movies, television shows, and advertisements.

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Zomato, a popular food delivery app, is facing an intense backlash?for its?recent advertising campaign. Zomato is being heavily criticized for its dehumanizing depiction of a Dalit character named 'Kachra' (meaning waste) from the 2001 movie Lagaan.

Zomato apologized on Thursday for unintentionally causing offense and hurting sentiments with an advertisement.?

Following criticism, they decided to withdraw the ad, which depicted the actor who played the Dalit character Kachra in the film 'Lagaan' as an item made from recycled waste.?

The ad, aired on June 5, World Environment Day, drew a link between the character Kachra and 'kachra' (garbage), the Hindi word for it.

Issuing an apology from their official Twitter account, acknowledging that their unintentional actions may have harmed some communities and people. They expressed regret and stated that they had taken down the video.

The ad, aimed at highlighting Zomato's recycling efforts, received intense backlash on social media, with netizens criticizing it for being casteist, disgusting, and highly insensitive.?

Filmmakers Neeraj Ghaywan and Madhurita Anand, along with Dalit historian Karunyakara Lella, were among those who spoke out against the ad.

The two-minute ad featured actor Aditya Lakhia, who played the character in the 2001 film, and depicted various objects made from recycled waste, accompanied by text highlighting the amount of recycled waste used for each item.

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Zomato, in the now-deleted ad on YouTube, also claimed to have recycled 20 million kg of plastic waste, emphasizing their commitment to recycling and the environmental benefits of their initiatives.

Communications strategy consultant Karthik Srinivasan commented on the controversy, stating that Zomato had not adequately considered the portrayal of the character performing dehumanizing tasks.?

He noted the sensitivity surrounding caste portrayals in Indian entertainment and how Dalits are often stereotyped.

Screengrab from Now Deleted Ad

The ad received criticism online for its perceived casteist undertones.?

Ghaywan described it as dehumanizing and offensive, questioning the individuals responsible for creating, approving, and publishing it without considering its implications.?

Filmmaker Madhurita Anand echoed these sentiments, expressing her shock at the offensive nature of the ad.

Dalit historian Karunyakara Lella also criticized Zomato for its "Dalit-phobic" advertisement, questioning their insensitivity towards Dalit sentiments and calling for a boycott.

Various Twitter users expressed their disgust and called for a public apology, with some even demanding the firing of Zomato's marketing head.

Zomato has faced marketing controversies, including an outdoor ad campaign 2017 that used Hindi expletives as abbreviations, which they later withdrew due to social media backlash.?

After receiving complaints from temple priests who claimed it offended Hindu sentiments, they removed an advertisement featuring actor Hrithik Roshan in 2022.

Kachra in "Lagaan" is a polio-affected Dalit who faces discrimination but plays a crucial role in the cricket match, challenging caste-based prejudices.

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