Is the Karnataka government justified in appointing Tamannaah Bhatia as brand ambassador for its PSU amid controversy?

Bengaluru, May 23 (NationPress) The Karnataka government’s choice to appoint actress Tamannaah Bhatia as the brand ambassador for its public sector undertaking has ignited a controversy, with various Kannada organizations expressing their discontent. In response, the Congress-led government provided a clarification and defended its decision on Friday.

Notably, the Siddaramaiah-led Karnataka government has designated Tamannaah Bhatia as the brand ambassador for the esteemed Mysore Sandal Soap, produced by the Karnataka Soaps and Detergents Limited (KSDL).

The actress has been compensated with a fee of Rs 6.20 crore for this role.

Addressing the issue on Friday, Large and Medium Industries Minister M.B. Patil stated: "The Karnataka Soaps and Detergents Limited (KSDL) is emblematic of the state’s identity and heritage. Coming from the vachana tradition, I possess a profound respect and commitment to Kannada, Kannadigas, and Karnataka more than anyone else. I also hold great admiration for the artists from this region."

“Yet, in the realm of business, competitiveness must be prioritized. Thus, actress Tamannaah Bhatia was appointed as the brand ambassador following the recommendations of an expert committee,” he clarified.

This decision should not be perceived negatively, he emphasized.

His comments came in light of media inquiries following objections raised by some individuals regarding Tamannaah’s appointment, highlighting concerns about regional pride.

“Since I assumed responsibility for this department, KSDL’s production has surged by 40 percent. Notably, we haven’t invested in any new machinery.

In the FMCG sector, the company has expanded by 15 percent. In comparison, competitors like Godrej experienced an 11 percent growth, Hindustan Unilever 9 percent, ITC 8 percent, and Wipro 7 percent — thus, KSDL has surpassed them,” he asserted.

“Our objective is to elevate KSDL’s turnover to Rs 5,000 crore within three years. At that juncture, we might consider a Hollywood actress as a brand ambassador. I hope such a scenario unfolds,” he remarked.

“Prior to finalizing Tamannaah's name, we reached out to actresses like Deepika Padukone and Rashmika Mandanna. We also contacted Sreeleela, Pooja Hegde, and Kiara Advani. Deepika declined due to her commitments to her own products. The others are already brand ambassadors for various cosmetics, creams, and soaps and indicated they would not be available for the next two years. Hence, we opted for Tamannaah, who boasts 28 million followers on social media and extensive pan-India appeal,” Patil explained.

Recently, KSDL launched 21 new products. We are also poised to enter the perfume sector. For this purpose, our officials traveled to Kannauj in Uttar Pradesh, renowned for its perfumery expertise, he noted.

“In business, we must implement appropriate strategies. The appointment of a brand ambassador should not be misconstrued. Since we assumed power, KSDL's turnover has reached Rs 1,700 crore, with Karnataka alone generating around Rs 320 crore,” Patil stated.

He further mentioned that, similar to KSDL, the state-run MSIL is undergoing restructuring, and a chit fund operation with an annual turnover target of Rs 10,000 crore will be launched soon.

The NGF in Hubballi also requires preservation.

“We must not constrain ourselves to an all-India perspective but aim for global ambitions. Our aspiration is to transform KSDL into not merely a national brand but an international one,” he asserted.

Kannada organizations have demanded that the government rescind the decision and terminate the agreement with Tamannaah Bhatia, insisting on the selection of a Kannada actress. They also requested clarification regarding the expenditure of Rs 6.20 crore for this fee.

T.A. Narayana Gowda, State President of Karnataka Rakshana Vedike, stated that the decision to appoint Bollywood actress Tamannaah Bhatia as brand ambassador for a fee of Rs 6.2 crore is irrational, irrelevant, unethical, and irresponsible.

Mysore Soaps is a government-owned company in Karnataka, established in 1916 by the Maharaja of Mysore, Krishnaraja Wadiyar. It is among the most popular brands in Karnataka, primarily serving Kannada-speaking customers.

"Was there no basic awareness of this while making the appointment? Was it truly necessary to appoint Tamannaah Bhatia, a Bollywood actress, as the brand ambassador of a company with such historical and cultural significance? The Karnataka government’s decision to allocate a substantial amount of Rs 6.20 crore for this appointment is even more objectionable. We vehemently oppose this decision.

"Mysore Soaps and Detergents Limited is a Karnataka government-owned enterprise. The government’s expenditure of Rs 6.20 crore to appoint Tamannaah Bhatia as the brand ambassador is entirely unnecessary and irresponsible. This money could have been more effectively allocated to initiatives benefitting the people of Karnataka, such as education, healthcare, or job creation. It is condemnable that the government has wasted taxpayer money in this manner.

"Karnataka is home to many talented and beloved Kannada actresses. Appointing one of them as the brand ambassador would have not only resonated more effectively with the Kannada populace but also supported local artists. However, the Karnataka government and Mysore Soaps have overlooked Kannada actresses and chosen a Bollywood celebrity, which undermines the sentiments of Kannadigas. A company that symbolizes Karnataka’s cultural identity should have prioritized local talent.”

Gowda further stated: "Tamannaah Bhatia has no direct connection with Karnataka’s culture, language, or the history of Mysore Soaps. In such a scenario, her appointment as brand ambassador is utterly inappropriate. Selecting a Hindi film industry actress equates to imposing Hindi culture on Karnataka’s local identity, which the Karnataka Rakshana Vedike cannot accept. A historic brand like Mysore Soaps must appoint someone who genuinely represents Kannada identity."

Mysore Soaps and Detergents Limited is an integral part of Karnataka’s historical and cultural legacy. The company must make decisions that honor and reflect Kannada identity and local culture. The appointment of Tamannaah Bhatia is deeply hurtful to the sentiments of the people of Karnataka, and if this decision is not retracted promptly, the Karnataka Rakshana Vedike will organize significant protests. We urge the Karnataka government and Mysore Soaps to respect the sentiments of Kannadigas and prioritize local talent,” he concluded.