Amazon India’s latest marketing campaign for its quick-commerce platform “Amazon Now” has sparked controversy, with a Hindu organisation accusing the company of insulting the legacy of ancient Indian mathematician and astronomer Aryabhata.
The campaign, which featured a man dressed as Aryabhata appearing at public events in cities like Ahmedabad, Mumbai and Bengaluru, initially created curiosity online. Social media users speculated about the mysterious figure, especially after he was spotted during the IPL final in Ahmedabad.
Later, Amazon released a campaign film revealing the concept behind the appearances. In the advertisement, Aryabhata is shown travelling across modern-day India searching for the meaning of “zero” in contemporary life, eventually linking it to Amazon Now’s promise of “zero additional fees” on eligible orders.
Hindu Janajagruti Samiti Sends Legal Notice
The controversy escalated after the Hindu Janajagruti Samiti (HJS) issued a legal notice to Amazon.com Inc. and its Indian arm, Amazon Seller Services Private Limited, demanding that the advertisement be withdrawn immediately.
The organisation accused Amazon of trivialising Aryabhata’s contribution to India’s scientific and civilisational heritage for commercial purposes.
“Aryabhata’s contributions form an integral part of India’s scientific and intellectual heritage. Depicting him in this manner has caused considerable anguish and resentment among citizens,” the notice stated.
The legal notice, issued through Advocate-on-Record Amita Sachdeva on behalf of the Samiti’s national spokesperson Ramesh Shinde, has reportedly given Amazon 48 hours to comply or face legal action.
The group has demanded that Amazon remove the advertisement from television, digital platforms and social media, and issue a public apology.
Critics Call Campaign ‘Disrespectful’
The hashtag #Boycott_Amazon began trending on social media, with critics accusing the company of reducing one of India’s most respected scholars to a commercial mascot.
Some users claimed the ad portrayed Aryabhata disrespectfully through humour and dialogue, while others argued that linking his discovery of zero to “zero delivery fee” diminished his intellectual legacy.
“Aryabhata gifted the world the concept of zero. Amazon India has reduced him to mockery,” one user wrote on X.
Others demanded government action and urged consumers to boycott the platform until an apology is issued.
The Hindu Janajagruti Samiti also referred to previous controversies involving alleged insensitive depictions of Hindu symbols and religious figures on global platforms.
No Official Response From Amazon Yet
As of now, Amazon has not issued any official statement responding to the legal notice or the controversy.
Aryabhata, believed to have lived between 476 and 550 CE, is widely regarded as one of India’s greatest mathematicians and astronomers. He is known for major contributions to mathematics and astronomy, including work related to zero, pi, planetary motion and astronomical calculations.
