Bengaluru: The Karnataka government is facing criticism for appointing Bollywood and South Indian film actress Tamannaah Bhatia as the brand ambassador of Mysore Sandal Soap.
Actress Tamannaah Bhatia has been appointed the brand ambassador of Mysore Sandal Soap for two years. This information was given by issuing a notification by the Karnataka government on Thursday. The notification published online said that Tamannaah will be the brand ambassador of the soap for two years and for this she will be paid an amount of Rs 6.20 crore.
People are raising questions
Mumbai Actress Tamannaah has signed an agreement with Karnataka Soaps and Detergents Limited (KSDL) to promote its prestigious product for two years. However, this decision of the Karnataka government is being severely criticized. People are raising questions as to why no Kannada actor or actress was taken as the brand ambassador? Kannada activists have called it an insult to local pride and asked why a Karnataka-origin star like Deepika Padukone was ignored for this.
A statewide protest will be held
Karnataka Rakshana Vedike president T Narayana Gowda said that if the appointment is not cancelled, a statewide protest will be held. He said, "It is a disappointing decision that the government could not find a single Kannada person to represent Karnataka as an icon of its heritage. Why not Deepika Padukone or any other local star for this?"
Karnataka has beautiful, talented stars
Filmmaker Kavita Lankesh also criticised the government's move, saying, "This shows our continued obsession with Bollywood and fairness. Karnataka has beautiful, talented stars, many will endorse the brand for free if it means preserving our cultural icons."
What KSDL & Karnataka ministers said?
In response, KSDL managing director Dr Prashant PKM said that the decision was taken to increase the brand's visibility outside the state. He said, "Only 12 per cent of our Rs 1,800 crore revenue comes from Karnataka. To go national, we needed someone with a wider appeal and Tamannaah fits that profile."
Ministers MB Patil and HK Patil supported the decision, saying it aims to expand the brand's reach across the country. Doing so will strengthen the state's roots.
One of Karnataka's most enduring legacies
It is worth noting that Mysore Sandal Soap, launched in the year 1916, is one of Karnataka's most enduring legacies. In the financial year 2023-24, KSDL had earned a revenue of Rs 1,570 crore and a profit of Rs 362 crore, and distributed a record dividend of Rs 108.62 crore to the state government. The controversy has revived long-standing concerns about regional representation in state-supported initiatives, with cultural leaders arguing that Karnataka's symbols should be represented by its own people.