Filmmaker Neeraj Ghaywan on Thursday took to Twitter to slam food delivery app Zomato for its 바카라repulsive casteist바카라 advertisement, in which actor Aditya Lakhia's character Kachra from the blockbuster film Lagaan was shown.
After facing flack on social media, Zomato pulled down the ad and issued an apology
The now-deleted video was shared on the occasion of World Environment Day, with the intention of spreading awareness about recycling and phasing out plastic, Zomato clarified later.
In his tweet, Ghaywan wrote that the character Kachra from Ashutosh Gowariker바카라s Oscar-nominated 2001 film 바카라was one of the most dehumanised voiceless depictions of Dalits ever in cinema.바카라 Talking about it further, the filmmaker opened up about how Kachra in Lagaan was made 바카라voiceless and devoid of any agency바카라. The Masaan director said that such depiction 바카라inadvertently normalises casteism바카라 as he believes that the commercial, which showed the character being used as a table cloth and other objects, 바카라proves the normalisation바카라.
Speaking about Lagaan, he told Hindustan Times, 바카라It has the Savarna Saviour Complex of having an oppressor-caste hero 바카라emancipate바카라 a Dalit. It may have been real in that era but the take should have been progressive to include a layer of assertion coming from within the community. Such depiction inadvertently normalises casteism. It celebrates saviours but puts the oppressed in the same cycle of being a perpetual victim.바카라
He further stated that it is insensitive to make a 바카라funny바카라 commercial on an actual social issue. He said, 바카라It is even more insensitive in using this character to make a 바카라funny바카라 commercial about sustainable recycling. It ends up being tone-deaf to depict the character as a human footstool and various objects. It literally dehumanises by way of straight up objectifying. Companies need to have an inclusivity orientation.바카라
After facing flack on social media, Zomato pulled down the ad and issued an apology. They wrote, 바카라While the ad has been pulled down, Zomato has also issued an apology on Twitter. 바카라On 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.바카라