Deepika Padukone’s new Levi’s ad has been slapped with plagiarism claim by Yeh Ballet director.
Sooni Taraporevala has claimed the set used in the Levis advertisement is uncannily similar to the one she created for her film Yeh Ballet and called it an “intellectual theft”.
Yeh Ballet is a Netflix original film produced by Siddharth Roy Kapur that was released last year.
Fashion brand Levi’s latest ad featuring Bollywood’s top actress Deepika Padukone was released on February 26.
In an Instagram post, Sooni Taraporevala shared a detailed note accusing the makers of the new Deepika Padukone’s new Levi’s ad of plagiarism. She also added a screenshot wherein production designer Rupin Suchak can be seen agreeing to use the dance studio as an inspiration for the set of the new Levi’s ad.
“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 wrote.
“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? PS. contrary to what clickbait news headlines say, this has nothing to do with Deepika Padukone or anyone else in the cast,” the Yeh Ballet director added.
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And here is how the internet reacted to the plagiarism claims: