The Aryabhata advertisement controversy has intensified after Hindu Janajagruti Samiti, through Supreme Court Advocate Amita Sachdeva, served a legal notice on Amazon India over a promotional campaign for Amazon Now. The notice alleges that the advertisement portrays ancient mathematician and astronomer Aryabhata in a manner that undermines his historical and cultural importance. It demands withdrawal of the campaign and a public apology within 48 hours. The issue has sparked debate on social media regarding the use of revered historical figures in commercial advertising, while Amazon India had not publicly responded at the time of reporting.
Aryabhata Advertisement Controversy: Legal Notice Served on Amazon India, Hindu Janajagruti Samiti Seeks Public Apology
A legal notice issued by Supreme Court Advocate Amita Sachdeva on behalf of Hindu Janajagruti Samiti has called upon Amazon India to withdraw a disputed advertisement featuring Aryabhata and issue a public apology within 48 hours.
The Aryabhata advertisement controversy has escalated after Amazon India received a legal notice over a promotional campaign for its service, “Amazon Now,” which has drawn criticism from Hindu Janajagruti Samiti (HJS) and several social media users.
According to the notice issued by Supreme Court Advocate Amita Sachdeva on behalf of Hindu Janajagruti Samiti, the advertisement allegedly portrays ancient Indian mathematician and astronomer Aryabhata in a manner that diminishes his historical and cultural significance.
The notice reportedly demands that Amazon India issue a public apology to Indian citizens and withdraw the advertisement within 48 hours. It further states that legal remedies may be pursued if the demands remain unaddressed.
Public discussion surrounding the campaign has intensified online, with social media users expressing differing opinions regarding the portrayal of historical figures in commercial advertising. The hashtag #Boycott_Amazon has also gained attention across multiple platforms.
Amazon Now Campaign and the Aryabhata Representation
The controversy centres on an advertisement promoting “Amazon Now,” in which an actor dressed as Aryabhata is shown in a humorous commercial setting while searching for “zero delivery charges.”
According to the legal notice, Hindu Janajagruti Samiti believes that presenting Aryabhata as a comedic corporate character is inappropriate given his widely recognised contributions to mathematics, astronomy, and India’s intellectual heritage.
Aryabhata is regarded as one of the most influential scholars in ancient Indian history. His work in mathematics and astronomy, including concepts associated with the number zero and astronomical calculations, continues to be referenced globally.
The notice argues that the advertisement may be viewed by some sections of society as trivialising the legacy of a historical figure who occupies an important place in India’s scientific and cultural narrative.
At the time the notice was issued, no official response from Amazon India regarding the allegations or demands contained in the legal communication had been referenced in the material reviewed by Sprouts News.
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Previous Controversies Referenced in Legal Notice
The notice also refers to earlier controversies involving products and content that allegedly hurt religious sentiments and generated public criticism against Amazon and affiliated platforms.
Among the examples cited are products carrying images of Hindu deities such as Lord Ganesha and Goddess Lakshmi on items including doormats and toilet seat covers. Those products had previously attracted criticism from religious groups.
The legal notice additionally references the web series “Tandav,” which faced objections from several organisations and individuals who alleged that certain scenes had offended religious sentiments.
According to Hindu Janajagruti Samiti, these past controversies demonstrate the need for greater sensitivity when dealing with subjects connected to religion, culture, national heritage, and revered historical personalities.
The notice further cites provisions of the Bharatiya Nyaya Sanhita (BNS), including Sections 299, 196, 197, and 302, while outlining potential legal consequences that could arise if authorities determine relevant violations have occurred.
Hindu Janajagruti Samiti’s Demands and Next Steps
Hindu Janajagruti Samiti has sought the permanent removal of the disputed “Aryabhata – Amazon Now” advertisement from platforms including YouTube, Instagram, X, Amazon’s official website, and television broadcasts.
The organisation has also requested that Amazon India publish an unconditional apology through its official social media accounts, homepage, and leading national newspapers.
Additionally, the notice seeks a written undertaking from Amazon India affirming that national symbols, historical personalities, and cultural icons will not be portrayed in a manner considered disrespectful in future campaigns.
Advocate Amita Sachdeva stated in the notice that legal proceedings may be initiated if the company does not respond within the stipulated timeframe. The matter is expected to be closely watched as discussions continue regarding advertising standards, freedom of expression, cultural sensitivity, and corporate responsibility in India.
Sprouts News will continue to monitor developments and publish responses from Amazon India or other stakeholders as they become available.
Readers having information, documents, or views on this matter may contact Senior Journalist Unmesh Gujarathi and his team in Mumbai at 9322755098.
Editorial Note:
This article is based on publicly available FIR records, court case references, and reports published by multiple media organisations. The information is presented in the context of ongoing investigations and public interest reporting. Sprouts News does not make any judicial determination regarding the individuals mentioned and does not intend to defame any person or organisation. Any individual seeking clarification or wishing to provide an official response may contact the editorial team with verifiable documentation. The information is presented for journalistic and informational purposes.
