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Business News/ News / India/  Zomato's ‘Kachra’ campaign draws ire of netizens

Zomato's ‘Kachra’ campaign draws ire of netizens

Zomato's 'kachra' campaign aimed at promoting cleanliness and reducing food wastage has drawn criticism on social media for its insensitive approach and called a 'casteist idea'.

A still from Zomato's 'Kachra' campaign.Premium
A still from Zomato's 'Kachra' campaign.

Food delivery platform Zomato has recently found itself in hot water as its new 'kachra' campaign ignited a wave of backlash from netizens.

The campaign, aimed at promoting cleanliness and reducing food wastage, featured a series of ads showing messy, 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. However, some users argued that there is a contextual significance to Kachra's character in Lagaan, taking into account the broader landscape of commercial entertainment in India.

However, 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'.

A user expressed the belief that the 'kachra' ad by Zomato was not an accidental occurrence, but a deliberate and intentional action, possibly authorized by the company's senior management. The user further criticized Zomato, describing them as individuals who hold casteist attitudes.

According to a user named Anurag Minus Verma, Zomato's highly casteist campaign can be attributed to a lack of diversity.

Another username Kartik wrote, “Dehumanizing and menial tasks, even if he is performing them figuratively, as 'waste' and not his Lagaan character per se—made me uncomfortable while I was watching the ad. As I said earlier, I understand the kind of sly humor Zomato was trying to mine from the name/wordplay."


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Updated: 08 Jun 2023, 07:42 AM IST
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