Zomato's 'Kachra' Ad: Reputation Case Study

This case study delves into the reputation backlash faced by Zomato , a food delivery leader in India. As a result of its controversial 'Kachra' advertisement, which attracted criticism for its portrayal of the Dalit character 'Kachra' from the Oscar-nominated Bollywood flick "Lagaan", as items made from recycled waste (or kachra in hindi), leading to allegations of casteism and insensitivity.

Background

Zomato, in an effort to raise awareness about plastic waste and recycling, released an advertisement on World Environment Day featuring the character 'Kachra'.

The ad associated the character's name with the Hindi word for garbage, showcasing the transformative potential of recycling. However, it received significant backlash from viewers and was subsequently taken down by Zomato.

Reputation Challenges Faced

• Casteist Allegations

The advertisement faced accusations of being casteist due to its portrayal of the Dalit character 'Kachra' as recycled waste items. This depiction was deemed derogatory and insensitive towards the Dalit community.

• Social Media Backlash

The controversy swiftly spread across various social media platforms, with users expressing their disappointment and anger towards Zomato. Calls for a boycott of the food delivery service gained momentum, amplifying the negative sentiment surrounding the brand.

• Notice from National Commission for Scheduled Castes

Zomato received a notice from the National Commission for Scheduled Castes, further escalating the controversy. The notice demanded a response from Zomato's founder and CEO, Deepinder Goyal, and warned of potential legal action if a satisfactory reply was not provided.

Response and Mitigation Strategies

• Apology and Removal of Ad

Zomato promptly issued an apology for the unintended hurt caused by the ad and took immediate action to remove it from circulation. The company acknowledged the insensitivity of the content and expressed regret for any offence caused.

• Explanation of Intent

Zomato clarified that the objective of the ad was to spread awareness about plastic waste and recycling in a humorous manner. The company highlighted its initiatives related to recycled plastic and emphasized its commitment to sustainability.

• Communication and Transparency

Zomato actively engaged with the public through social media and other communication channels. The company aimed to maintain an open dialogue and demonstrate its willingness to learn from the incident.

• Collaboration and Outreach

Zomato reached out to relevant stakeholders, including representatives from the Dalit community, activists, and filmmakers, to listen to their grievances and seek guidance on avoiding similar controversies in the future. Collaborative efforts were made to promote inclusivity and prevent any further damage to the brand's reputation.

Learning Lessons

1.??????Swift Response: When confronted with a crisis, swift action is essential. Respond promptly, acknowledge any offense caused, and take immediate corrective steps.

2.??????Transparent Communication: Embrace transparency by openly sharing the circumstances surrounding the crisis. Avoid excuses, instead provide a clear account of what transpired.

3.??????Audience Empathy: Listen attentively to your audience's concerns. Understand their perspectives and demonstrate genuine empathy while crafting your response.

4.??????Sensitivity in Messaging: Choose your words wisely. Ensure that your messaging avoids any offensive narrative, particularly when touching upon sensitive topics.

5.??????Admit Mistakes: Accept accountability for any missteps or errors. Owning up to mistakes and expressing sincere remorse can go a long way in restoring trust.

6.??????Timely Corrective Actions: After apologizing, take swift and decisive measures to rectify the situation. Implement changes in policies, practices, or campaigns to prevent similar incidents in the future.

7.??????Brand Reputation Preservation: Recognize that your brand's reputation is invaluable. Prioritize its preservation by responding promptly, honestly, and ethically during crises.

Conclusion

Let the Zomato "Kachra" ad fiasco serve as a powerful reminder of the importance of crisis management and the need for vigilance, empathy, and proactive measures to safeguard your brand's integrity.