Restaurant aggregator Zomato on Thursday withdrew its 'Kachra' ad campaign after it received severe backlash on the internet.

The campaign, which was released on the World Environment Day on June 5, featured actor Aditya Lakhia known for his role as “Kachra” in the 2001 movie Lagaan. In the film, the actor was seen transforming into objects such as stool, lamp, and hand towel. The film also mentioned the amount of plastic used in the production of these items.

The aim of the ad, according to the company, was to highlight Zomato’s recycling efforts. However, netizens termed it casteist and insensitive as in the film, the character “Kachra” belonged to a lower caste background.

Rolling back the film, the company issued a statement saying they had no intention of hurting the sentiments of any communities or individuals. They clarified that the campaign was solely intended to raise awareness about “recycling plastic waste” on World Environment Day.

“Unintentionally, we may have hurt the sentiments of certain communities and individuals. We have taken down the video,” said the company.