Hrithik roshan zomato ad

Photograph:Florence Lo/Reuters The ad, which draws a link between the character Kachra with ' kachra', the Hindi word for garbage, was aired on World Environment Day on June 5. As ire grew and the ad came under attack on social media for being casteist, the company issued an apology from its official Twitter handle and said the intent was to 'spread awareness about the potential of plastic waste and 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,' it said. The ad, aiming to show the food delivery company's recycling efforts, was termed 'disgusting', 'blatantly casteist', and 'extremely insensitive' by netizens on Twitter. Masaan director Neeraj Ghaywan, filmmaker Madhurita Anand and Dalit historian Karunyakara Lella were among those who spoke out. In the nearly two-minute ad, actor Aditya Lakhia, who played the character in the 2001 hit film, is depicted as a lamp, paper, paperweight, watering can, and different types of jackets -- the accompanying text detailing how much recycled 'kachra' was used to make each item. The company in its now deleted ad on YouTube also claimed it has 'recycled 20 million kg of plastic kachra so far'. 'Zomato voluntarily recycles more than 100% of the plastic used to package orders, and keeps it out of landfills. This 20 million kg of plastic waste, recycled in FY 23 under our 100% plastic-neutral deliveries initiative, can be turn...

Zomato took down the ad after users, including Indian film director Neeraj Ghaywan, took to Twitter to air allegations of caste discrimination in the video Zomato later apologised saying that the ad intended to spread awareness about the potential of plastic waste and benefits of recycling in a humorous way The ad was released on Environment Day on June 5 and featured actor Aditya Lakhia, better known for playing the role of ‘Kachra’ in the movie Lagaan Foodtech giant Zomato took down its controversial World Environment Day ad on Thursday (June 8) after facing widespread backlash from users online. Zomato delisted the ad campaign from all social media platforms after users, including Indian film director Neeraj Ghaywan, took to Twitter to air allegations of caste discrimination in the video. The ad was released on Environment Day on June 5 and featured actor Aditya Lakhia, better known for playing the role of ‘Kachra’ in the movie Lagaan . The centrepiece of the ad was a play on the word Kachra (trash), drawing parallels between the name of the character in the movie and plastic waste. The ad film featured Lakhia amusingly impersonating various objects like a human jacket, lamp and hand towel to emphasise the amount of plastic used in making these objects. The ad film attempted to promote the recycling of plastic waste, highlighting the foodtech major’s claim of having recycled 2 Cr kg of plastic so far. The video ended with a montage exhorting people to recycle plastic an...

New Delhi: Food delivery platform Zomato has been served a notice by the National Commission For Scheduled Castes over the portrayal of a Dalit character in one of its ad campaigns. Zomato's ad for World Environment Day featured actor Aditya Lakhia who portrayed the character of 'Kachra' in the 2001 movie 'Lagaan'. The advert draws a link between the character Kachra with 'kachra', the Hindi word for garbage, and was aired on World Environment Day on June 5. After backlash on social media, the company took down the video, saying it had "unintentionally" hurt certain communities. "Unintentionally, we may have hurt the sentiments of certain communities and individuals. We have taken down the video," the company said. But the National Commission for Scheduled Castes has said that it will investigate the matter and also issued a notice to Zomato founder Deepinder Goyal. "In case the commission does not receive reply from you within stipulated time, the commission may issue summons for your appearance in person," the notice to Zomato founder read. In the nearly two-minute ad, actor Aditya Lakhia is depicted as a lamp, paper, paperweight, watering can, and different types of jackets -- the accompanying text detailing how much recycled 'kachra' was used to make each item. In the film 'Lagaan', the character of Kachra is shown to be disabled and shunned by fellow villagers until he is picked up to play for the team. He ends up playing a pivotal role in leading his team to a surpri...

Apologising for unintentionally hurting sentiments, restaurant aggregator Zomato on Thursday withdrew an ad after it came under fire for depicting the actor who played the Dalit character Kachra in the film " Lagaan" as items made of recycled waste. The ad, which draws a link between the character Kachra with 'kachra', the Hindi word for garbage, was aired on World Environment Day on June 5. As ire grew and the ad came under attack on social media for being casteist, the company issued an apology from its official Twitter handle and said the intent was to "spread awareness about the potential of plastic waste and 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," it said. The ad, aiming to show the food delivery company's recycling efforts, was termed "disgusting", "blatantly casteist", and "extremely insensitive" by netizens on Twitter. "Masaan" director Neeraj Ghaywan, filmmaker Madhurita Anand and Dalit historian Karunyakara Lella were among those who spoke out. In the nearly two-minute ad, actor Aditya Lakhia, who played the character in the 2001 hit film, is depicted as a lamp, paper, paperweight, watering can, and different types of jackets -- the accompanying text detailing how much recycled 'kachra' was used to make each item. The company in its now-deleted ad on YouTube also claimed it has "recycled 20 million kg of plastic kachra so far". "Zomato volunt...

If you use YouTube or any other social media site, chances are you have come across the new Zomato advertisements featuring Katrina Kaif and Hrithik Roshan. The ‘Har customer hai Star’ advertisements, which were intended to promote the company’s ‘fast delivery and special customer service’ ethos, To understand the entire controversy around the Zomato ad campaign, let’s first look at what the advertisements are about. The advertisement featuring Hrithik Roshan has him addressing the Zomato delivery valet as “Jadoo”, referencing the super-powerful alien from his film Koi Mil Gaya. He then proceeds to say that the delivery partners are no less than “Jadoo” as come rain or shine, they always deliver on time. Hrithik offers to take a selfie with the man and walks away from the door to get his phone. As he steps away, the valet’s phone starts buzzing. “ Ab yahan selfie ke liye rukta, toh next order late ho jaata. Voh kya hai na, Hrithik Roshan ho ya aap, apne liye har customer hai star (If I would have stopped for a selfie here, the next order would have been delayed. For us, be it Hrithik Roshan or you, every customer is a star),” the partner says. The advertisement featuring Katrina Kaif is along the same lines, the only difference being that instead of a selfie, Katrina offers some cake to the delivery valet. Why are the new Zomato ads being criticised? As soon as the new ads dropped online, there was a backlash from viewers over Zomato hiring big-ticket celebrities, when it ...

The ad featured Aditya Lakhia, who played the character 'Kachra' in the 2001 Aamir Khan starrer 'Lagaan' as a metaphor to represent kachra or garbage. In the film, he is a marginalised Dalit man who is ostracised from his village due to his caste status. Throughout the film, his real name is not revealed and other characters use the casteist slur 'Kachra' to refer to him. Later, in the course of the film, he is included in the cricket team by Aamir Khan's character despite opposition from other team members. He eventually helps the team win against the British players. Taking to Twitter, notable filmmaker Neeraj Ghaywan of 'Masaan' fame said, "#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!" The food company in its now-deleted ad on YouTube claimed it has "recycled 20 million kg of plastic kachra so far." "Last time when kachra played, India won. This time earth will win. We believe in the power of recycling, and kachra -- the best spinner in the entire British Raj does as well," the description of the ad read. As ire grew and the ad came under attack on social media for being casteist, the company issued an "Unintentionally, we may have hurt the sentiments of certain communities and individuals. We have taken down the video," it said. Here are some reactions to the ad from Twitter users: F...

Apologising for "unintentionally" hurting sentiments, restaurant aggregator Zomato on Thursday withdrew an ad after it came under fire for depicting the actor who played the Dalit character Kachra in the film Lagaan as items made of recycled waste. The ad, which draws a link between the character Kachra with 'kachra', the Hindi word for garbage, was aired on World Environment Day on June 5. As ire grew and the ad came under attack on social media for being "casteist", the company issued an apology from its official Twitter handle and said the intent was to "spread awareness about the potential of plastic waste and 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," it said. The ad, aiming to show the food delivery company's recycling efforts, was termed "disgusting", "blatantly casteist", and "extremely insensitive" by netizens on Twitter. Masaan director Neeraj Ghaywan, filmmaker Madhurita Anand and Dalit historian Karunyakara Lella were among those who spoke out. In the nearly two-minute ad, actor Aditya Lakhia, who played the character in the 2001 hit film, is depicted as a lamp, paper, paperweight, watering can, and different types of jackets -- the accompanying text detailed how much recycled 'kachra' was used to make each item. The company in its now deleted ad on YouTube also claimed it has "recycled 20 million kg of plastic kachra so far". "Zomato voluntar...