Controversy Over Amazon India’s Advt Featuring Aryabhata; Hindu Groups Call for Boycott.

The great Indian mathematician, astronomer, and inventor of ‘0’, Aryabhata, insulted in an Amazon India advertisement! Call for #BoycottAmazon.

Upananda Brahmachari | HENB | New Delhi | June 13, 2026:: A controversy has emerged over an advertisement released by Amazon India that features the ancient Indian mathematician and astronomer Aryabhata. Several Hindu organizations, activists, and history enthusiasts have alleged that the advertisement trivializes the legacy of the renowned Sanatan Hindu scholar and have demanded its immediate withdrawal, a public apology from the company, and government intervention.

Aryabhata, widely regarded as one of ancient India’s greatest mathematicians and astronomers and traditionally associated with the concept of zero, occupies a place of immense respect in Indian intellectual and cultural history. Critics of the advertisement argue that Amazon India has used his image for commercial promotion in a manner that diminishes his stature and reduces a revered historical figure to a marketing tool.

Objections to the Advertisement

According to critics, the advertisement depicts Aryabhata returning to the modern era. In one scene, children reportedly question him by asking, “Who are you?” and “Uncle, what materials have you brought?” Opponents of the campaign argue that such portrayals are disrespectful and inappropriate for a figure of Aryabhata’s historical significance.

Another major point of contention is the advertisement’s use of the concept of “zero.” Critics allege that Aryabhata’s contribution to mathematics is linked in the commercial to Amazon’s promotional offers such as “Zero Delivery Fee,” “Zero Search Fee,” and “Zero Handling Fee.” They contend that associating a landmark intellectual achievement with sales promotions trivializes India’s scientific heritage.

Many social media users, cultural commentators, and history enthusiasts have expressed their displeasure online, describing the advertisement as insensitive and offensive. Calls for Amazon India to withdraw the campaign have gained traction across several digital platforms.

Legal Notice Issued

Taking serious exception to the advertisement, Advocate Amita Sachdeva (AOR, Supreme Court of India) reportedly issued an open legal notice to the Chief Executive Officer and Managing Director of Amazon.com, Inc. and Amazon Seller Services Private Limited (Amazon India).

In the notice, she stated that it was being issued on behalf of concerned Hindu citizens who felt deeply hurt by what they described as repeated instances of insensitivity toward Hindu religious sentiments, India’s ancient heritage, and national icons.

The notice alleged that the advertisement amounted to a deliberate insult to a revered historical figure and cited several provisions of the Bharatiya Nyaya Sanhita (BNS), including those relating to acts intended to outrage religious feelings, promote enmity, prejudice national integration, and wound religious sentiments.

Demands Made in the Notice

The legal notice reportedly demanded that Amazon India:

1. Immediately withdraw and permanently remove all versions of the advertisement from platforms including YouTube, Instagram, X, television, and company websites.
2. Issue a public, unconditional apology across its official social media accounts, website, and major newspapers, acknowledging the hurt allegedly caused to Hindu sentiments and India’s heritage.
3. Provide a written undertaking that future advertising campaigns would not trivialize, demean, or mock Indian historical figures, Hindu deities, or national symbols.

The notice further warned that legal remedies could be pursued if the demands were not met within the specified time frame.

Nationwide Boycott Call

Several Hindu organizations, including Sanatan Sanstha, Hindu Janajagruti Samiti, Struggle for Hindu Existence, and Hindu Sena, have reportedly condemned the advertisement and described it as offensive to Hindu sentiments and Indian heritage. These groups have called for a nationwide boycott of Amazon India until corrective action is taken.

Supporters of the boycott campaign argue that multinational corporations operating in India should exercise greater sensitivity when depicting figures who are revered by large sections of society. They maintain that commercial interests should not come at the cost of cultural respect and historical dignity.

Broader Debate

The controversy has reignited discussions about the portrayal of historical, religious, and cultural icons in advertising. Supporters of the campaign against Amazon contend that national figures should not be used in ways that could be perceived as mocking or diminishing their contributions. Others argue that creative advertising often employs historical references and that intent and context should be carefully considered before its public release.

As public debate continues, attention remains focused on whether Amazon India will respond to the criticism, address the concerns raised by various organizations, or modify or withdraw the advertisement.

At the time of writing, no official response from Amazon India regarding the allegations and demands described above was included in the information available.
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_Agency Inputs.