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Zomato Takes Down The ‘Kachra’ Ad Following The Backlash : Netizens Term It ‘Castiest’

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Food delivery application Zomato has found itself in the middle of a controversy. The app released an advertisement, showing the character of ‘Kachra’ from the Oscar-nominated ‘Lagaan’. The treatment of the ‘dalit’ character in the ad has been termed as insensitive by the netizens. As a result of the backlash, the application has taken down the ad.

The ad aimed at promoting cleanliness and reducing food wastage featured several ads which showed unappetizing meals, with the tagline ‘Don’t waste food. Don’t be Kachra’.

Zomato deletes 'Kachra' campaign video after social media backlash | India News,The Indian Express

Credits – The Indian Express

The brand tried to draw parallels between the character and his name in the ad, which translates to ‘waste’. The ad which aimed to promote cleanliness was instead trending for the questionable politics in the same.

Several users called out the company for the ad campaign. They refused to believe it was a mistake but claimed it to be a deliberate attempt by the company which was headed by ‘casteist individuals’.


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