9th June 2023, Mumbai: The “Zomato Recycles Kachra” commercial featuring Aditya Lakhia, known for his role as Kachra in the movie Lagaan, received heavy criticism and was labeled as “tone-deaf” by social media users. Aditya has now addressed the controversy surrounding the advertisement, expressing his willingness to apologize if necessary.
Aditya Lakhia, reprising his role as Kachra, featured in a now-deleted film that aimed to promote the importance of recycling trash. Aditya acknowledged that despite their intention to convey a positive message through the ad campaign, it ultimately failed.
In an interview with News18, Aditya Lakhia stated, “It’s forbidden. What can we do now? Although our intention was to promote recycling and discourage the use of plastic, it was perceived differently. The ad gained notoriety and has been banned. I am done with it now and don’t wish to dwell on it any further. We had good intentions, but circumstances took an unexpected turn. We cannot change the debate that has already occurred. Zomato has taken it down and clarified their stance. As an actor, I am ready to apologize if it has offended any particular group.”
He further mentioned that he was approached for the campaign without any financial involvement, emphasizing that it was meant to be a successful campaign that unfortunately backfired. Aditya expressed his desire to be recognized as himself rather than being identified solely as Kachra in advertisements, as this could drastically change the perception. While it may be acceptable for Kachra to promote soft drinks, opposing the use of plastic would not be well-received. Aditya acknowledged the fine line that needed to be navigated.
On World Environment Day, June 5, Zomato released a promotional video featuring Aditya Lakhia, which sparked intense criticism. The meal delivery service promptly removed the video from YouTube and other social media platforms, issuing an apology on Twitter.
Zomato’s ad campaign faced strong backlash, with filmmaker Neeraj Ghaywan describing it as “extremely insensitive.” In an interview with Hindustan Times, Neeraj expressed his concern that the Kachra advertisement inadvertently normalizes casteism.
He stated, “Using this character to create a ‘funny’ commercial promoting sustainable recycling is even more disrespectful. The portrayal of the character as a human footstool and other demeaning depictions appears tone-deaf and dehumanizing. Organizations should prioritize inclusivity.”
Social media users joined the criticism, describing the Zomato campaign as “tone-deaf.” One individual claimed, “The Zomato ad intentionally diminishes the protagonist to a recycled object,” highlighting the character’s dehumanization as a stool and serviette. Another tweet criticized Zomato’s advertisement for perpetuating casteism and humiliating a marginalized character like Kachra.
-by Kashvi Gala