Tamannaah Bhatia.
A historic soap brand, Mysore Sandle Soap, has recently become the center of a political and cultural dispute in Karnataka. The controversy began when the Karnataka government appointed Bollywood actress Tamannaah Bhatia as the brand ambassador of Karnataka Sops and Detergents Limited (KSDL). Following this decision, several Kannada organizations opposed it and demanded the cancellation of Tamanna’s appointment. Mysore Sandal Soap, has been in existence since 1916, is considered a symbol of the cultural heritage of Karnataka. Given its reputation and history, the appointment of a brand ambassador has become a sensitive case, in which it is challenging to balance between cultural identity and business strategy.
Minister cleaned
Karnataka Sops and Detergents Limited (KSDL) has appointed actress Tamannaah Bhatia as her brand ambassador. Industry Minister MB Patil said that this decision has been taken for the purpose of the company’s global expansion and youth association. Tamannaah has been contracted for two years for Rs 6.2 crore. The minister said that other celebrities like Deepika, Rashmika, Kiara were considered, but they were selected due to Tamanna’s digital reach, Pan India appeal and affordable conditions.
Statement issued.
What is the whole mamla
KSDL did a turnover of Rs 1785.99 crore in 2024–25 and is planning 435 new distributors and international expansion by the year 2030 with a target of Rs 5000 crore. Although Kannada organization Kannada Defense Vaidike objected to making Tammana a brand ambassador, the organization says that KSDL is part of the glorious history of the Kannada people, it is unfair to make a non-Kannada-speaking face to a non-Kannada-speaking, social worker Maryalingauda Patil has objected to the appointment of a non-Kannada actress by writing a letter to the Chief Minister. The government clarified that this decision is based on a commercial strategy not on regional identity.
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This X post was done
Let me tell you, on 22 May last day, it was announced to make Tamanna a brand ambassador through X post. It was written in the post, ‘We are thrilled to welcome the prestigious Tamannaah Bhatia as the brand ambassador of Mysore Sandal Soap! A symbol of grace and versatility, Tamanna fully reflects the legacy, purity and timeless attraction of our brand.
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