Two decades ago, Aditya Lakhia received praise for playing Kachra in Ashutosh Gowarikar's 2001 film Lagaan. He reprised the character for Zomato's controversial Kachra advertisement which was released on World Environment Day. But instead of praise, he received criticism. Lakhia opened up for the first time, ever since the controversy, on how an anti-plastic and pro-recycle "positive campaign" backfired for the makers, receiving flak.