Zomato removes 'Kachra' campaign video, issues apology for offending netizens
Instead of resonating with the audience, the campaign drew criticism on social media platforms for its insensitive approach and called the campaign a 'casteist idea'.
PremiumFood delivery platform Zomato removed the new 'Kachra' campaign video that received online criticism from netizens.
The campaign, aimed at promoting cleanliness and reducing food wastage, featured a series of ads displaying unappetizing meals accompanied by the tagline, “Don't waste food. Don't be kachra."
Zomato drew a connection between "kachra" (waste) and the marginalized character in the movie Lagaan.
Taking to Twitter, Zomato wrote, “On world environment day, our 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."
Some users had argued that there is a contextual significance to Kachra's character in Lagaan, taking into account the broader landscape of commercial entertainment in India. Instead of resonating with the audience, the campaign drew criticism on social media platforms for its insensitive approach and called the campaign a 'casteist idea'.
Twitter users welcomed the decision of Zomato by taking down the campaign video. A username, Nirvana Kumar replied to bring diversity to the team.
Another username, Dilip Mandal (@profdilipmandal) thanked Zomato for taking back the campaign video.
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