Amazon Now’s campaign featuring a 5th-century Aryabhata lookalike at IPL and other cities has sparked online backlash. Critics accuse the brand of trivialising India’s iconic mathematician to promote zero additional fees on orders. Social media users demanded a public apology, while others defended the ad as an innovative tribute highlighting Aryabhata’s concept of zero.
Amazon Now's multi-city marketing campaign featuring the 5th-century mathematician has sparked outrage, with critics demanding an apology and boycott even as the brand defends the concept as a tribute.
What started as a mystery around Aryabhata's unexpected appearances has become a creative exercise in controversy. A man dressed as the ancient Indian mathematician was first spotted at the IPL Final in Ahmedabad, drawing attention from spectators and social media users alike. The mystery deepened when the Aryabhata lookalike was seen again in Mumbai and Bengaluru, setting off a wave of theories, memes, and speculation online.
The campaign film, which Amazon Now subsequently released, follows Aryabhata as he travels across India searching for the meaning of zero in modern life. His journey eventually leads him to the world of quick commerce, where additional charges often inflate the final bill, a setup that culminates in Amazon Now's proposition of zero additional fees on eligible orders.
But for a significant section of the public, the punchline was no laughing matter.
-
Wife’s handwritten debt notebook reveals sacrifices behind ZXMOTO founder’s rise
-
Princess Charlotte steals royal spotlight
-
Hard Times Come To An End For 4 Chinese Zodiac Signs On Tuesday, June 16, 2026
-
How Reliable Is Harley-Davidson’s Milwaukee-8 Engine? Here’s What Owners Say
-
Orbio raises $21 million to automate hiring and onboarding for frontline workers
