Zomato was recently subjected to an array of negative comments for its new 'Kachra' campaign on social media. As a result, the food delivery platform has taken it down from all platforms.
Aimed at promoting cleanliness and reducing food wastage, the campaign consisted of a series of ad films which build on the tagline- “Don’t waste food. Don’t be kachra.” as part of its moment marketing initiative for World Environment Day.
Through the ad campaign, Zomato aimed to explain to viewers that "Kachra can become many things when recycled," using the marginalised character Kachra from the movie ‘Lagaan’ as an example.
However, the netizens had a different viewpoint to share on the campaign, as it seemed to be quite upsetting to various users for having an ‘insensitive approach’ and thereby was called out for casteist tonality and lack of diversity.
In the 2001 Bollywood movie, Kachra, a member of the marginalised community, had joined the ragtag cricket team made up of Indian peasants who competed against a haughty British official in a game of cricket. The role was played by Aditya Lakhia.
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