The State Government of Karnataka has found itself under heavy criticism from the netizens after striking a deal with Tamannaah Bhatia. We tell you what happened!
State governments have often been seen using Bollywood celebrities to promote their state’s tourism and heritage. Artists like Kangana Ranaut and Akshay Kumar have been part of this process. However, a similar move by the Karnataka government has gathered backlash online.
The Karnataka government recently signed Indian film star Tamannaah Bhatia as the new brand ambassador for Mysore Sandal Soap in a ₹6.20 crore deal aimed at promoting the Mysore Sandal Soap.
However this move has been faced with severe criticism online, with many social media users questioning the authenticity of this move, while others questioning the choice of the brand ambassador.
The announcement, made by the state government on Thursday through an official notification, quickly went viral online. The deal will see Tamannaah promote the heritage brand for the next two years.
Mysore Sandal Soap, which finds its roots deep in Karnataka’s cultural heritage, has been in production since 1916. Launched during the reign of Raja Krishnaraja Wadiyar IV, it was established as a government-owned soap factory in Bengaluru.
Netizens have criticized the government for their choice of a non-Kannada actor despite being heavy on the local heritage. This decision has sparked widespread dissatisfaction on social media platforms like X.
Users expressed disappointment over not selecting a local face to represent a product considered a pride of Karnataka. One user criticized, There were many Kannada actresses available – why pay an outsider?. While another wrote Why not Rukmini Vasanth?.
Minister of Large and Medium Scale Industries M.B. Patil has since responded to the backlash, stating that Karnataka Soaps and Detergents Limited (KSDL) the company which manages the production of the soap, took this decision to choose Tamannaah to penetrate markets beyond Karnataka and has deep respect for the Kannada film industry.
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