GG News Bureau
Bengaluru, 23rd May: The Karnataka government has officially appointed Bollywood actress Tamannaah Bhatia as the brand ambassador for Karnataka Soaps and Detergents Limited (KSDL), the manufacturer of the iconic Mysore Sandal Soap. The decision, outlined in a government order issued on Wednesday, allocates Rs 6.2 crore for Ms. Bhatia’s services for a period of two years and two days.
However, the appointment has drawn significant criticism from certain sections of society, particularly on social media, with many questioning the choice of a non-Kannada actress for a product deeply rooted in Karnataka’s heritage. A user on ‘X’ (formerly Twitter) questioned, “When local Kannada young actresses like @AshikaRanganath could be taken as brand ambassador why appoint and promote Hindi ones?”
Responding to the growing criticism on Thursday, Karnataka Commerce and Industries Minister M.B. Patil explained that the decision was made after extensive deliberation with the aim “to penetrate markets beyond Karnataka aggressively.”
Minister Patil affirmed KSDL’s “deepest respect and regards to the Kannada film industry,” acknowledging that some Kannada movies are now competing with Bollywood films. “Mysore Sandal has a very good brand recall within Karnataka, which shall be strengthened. However, the intent of Mysore Sandal is to also penetrate markets beyond Karnataka aggressively,” the minister clarified.
He further emphasized that “The pride of Karnataka is also a Jewel of the Nation. Hence it’s an independent strategic decision of the PSU board after consulting various marketing experts.” Patil detailed the considerations involved in choosing a brand ambassador, including availability (considering non-compete agreements), social media presence, coherence with the brand, product, and target audience, as well as marketing fit and reach.
The Minister also revealed KSDL’s ambitious vision: “Our vision is for KSDL to touch annual revenue of Rs 5,000 crore by 2028.” This strategic appointment, he suggested, is a step towards achieving that goal by expanding the brand’s reach beyond its traditional base in Karnataka.
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