Filmmaker Sooni Taraporevala accused the makers of advertisements featuring Deepika Padukone of plagiarising from her film, Yeh Ballet. The director was shocked to see the exact set recreated and used for the advertisement starring the Chhapaak actress.
Deepika was recently announced as the global brand ambassador for an apparel brand, however, the actress landed herself on a tough spot after Taraporevala called out the makers of the ad.
The ad's production designer, Rupin Suchak, admitted that the similarities were deliberate. He also clarified that they were asked to recreate the set from the 2019 Netflix film.
Taking to her social media handle, Taraporevala shared images from the making of Yeh Ballet’s studio and wrote, “A couple of days ago @cindy_jourdain brought this @levis_in ad to my attention. I was shocked to see our Yeh Ballet dance studio set in this ad, because it was conceptualized & created out of a derelict space by Shailaja Sharma @shalzoid (our PD) from scratch and dismantled after our shoot. No such dance studio exists in Mumbai which is why we built it. Basically @nadiaeye (the director of this ad) saw Yeh Ballet and decided to plagiarize our set down to the very last detail (swipe for screenshot). Would Levi’s and the director ever think of doing that in the west without permission / acknowledgment, and passing it off as their own creative work? This is not homage this is intellectual theft! It’s SO unfair to our wonderful production designer @shalzoid to have her work ripped off like that.”
She added, “Copycat culture in India needs to be called out and cancelled. You would think a foreign production company and director would know better. Are you so creatively bankrupt? What were you thinking? @levis_in @nadiaeye @offroadfilms @rupinsuchak @newland.tv
PS. contrary to what clickbait news headlines say, this has nothing to do with Deepika Padukone or anyone else in the cast.”