New Delhi: The National Commission for Scheduled Caste (NCSC) has issued a notice to Zomato for its recent advertisement that has been deemed as being derogatory. The food delivery service withdrew the ad last week after receiving backlash over its portrayal of a Dalit character.
Taking suo moto cognizance of the matter, the commission in its notice issued on 12 June, 2023, which ThePrint has seen, said: “…the commission has decided to investigate/inquire into the matter in pursuance of the powers conferred upon it under Article 338 of the Constitution of India.”
In a statement Tuesday, the NCSC said it has asked the Commissioner of Delhi Police as well as the resident grievance officer at YouTube to investigate the matter and submit the action taken report immediately via post or email, based on the facts and information on the action taken on the allegation or matter.
NCSC chairman Vijay Sampla in the statement said, “If action taken report is not received within the stipulated time, then the Commission might exercise the powers of the civil court conferred on it under article 338 of the Constitution of India and issue a summon for personal appearance before the commission in Delhi.”
For the advertisement, actor Aditya Lakhia reprised his character of a Dalit man named ‘Kachra’ from the 2001 film Lagaan. The Zomato ad attempted to draw a parallel between waste and ‘Kachra’ (or garbage) with Lakhia pretending to be a table holding a potted plant on his head, a stool, or a watering can. Aimed to promote the company’s voluntary waste recycling policy, the point of the ad was to emphasise the potential for waste to be recycled and repurposed in various ways throughout the household.
Released on YouTube on World Environment Day, the ad came under sharp criticism from the public following which the company decided to withdraw it.
On 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.
— zomato (@zomato) June 8, 2023
ThePrint reached Zomato via texts for a response. This report will be updated if and when responses are received.
This report has been updated to include a statement issued by the National Commission for Scheduled Caste (NCSC).
(Edited by Zinnia Ray Chaudhuri)
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