Tezzbuzz Desk – Famous film industry actress Tamannaah Bhatia is known for her beauty, charm and pan-India popularity. She has been the brand ambassador of many big brands, but this time a soap has brought her at the center of controversies. Actually, Karnataka Government company Karnataka Soaps and Detergents Limited (KSDL) has appointed Tamanna as the brand ambassador of its prestigious product ‘Mysore Sandal Soap’. After this decision, protests have started in the state.

Why did the controversy erupt?

Mysore Sandal Soap is not just a beauty product but is considered a symbol of Karnataka’s identity and heritage. It was started in 1916 by the King of Mysore and since then it has been deeply associated with Kannada culture. In such a situation, people were unhappy that Tamannaah Bhatia was chosen instead of any Kannada artist for this brand.

The people protesting say that Tamanna neither belongs to Karnataka nor speaks Kannada language. Pro-Kannada organizations held demonstrations in Bengaluru and raised questions as to why many talented Kannada artistes were ignored in the state. This issue started trending rapidly on social media also.

What is the government’s argument?

The Karnataka government has signed a two-year contract with Tamanna, the price of which is said to be around Rs 6.20 crore. This contract is not only for Mysore Sandal Soap but also for other products of KSDL. The government says that Tamanna is recognized across the country, which will benefit the brand at the national level and increase sales outside Karnataka. The company aims to increase its revenue significantly by 2030.

Minister gave clarification

Amidst the controversy, Karnataka’s Industries Minister M.B. Patil said that while choosing a brand ambassador, many aspects like social media following, marketing appeal and brand match are considered. He said that at present only 18% of soap is sold in Karnataka, hence national identity is necessary. The minister also said jokingly that in future Hollywood stars can also be made brand ambassadors.