BENGALURU: Activists from pro-Kannada organizations gathered outside the Karnataka Soaps and Detergents Limited (KSDL) facility on Friday to protest the appointment of actress Tamannah Bhatia as the brand ambassador for KSDL. Reports indicate that Bhatia has been offered a lucrative contract worth ₹6.2 crore to promote the brand.
During the demonstration, protesters submitted a memorandum to KSDL’s managing director, urging the company to reconsider its decision and instead collaborate with local social media influencers. Following the protest, several demonstrators were detained by police.
In response to the outcry, the managing director of KSDL Prashanth KPN addressed the media, explaining that Bhatia was selected by a committee with government approval due to the unavailability of other popular actresses, such as Rashmika Mandanna and Pooja Hegde. He emphasized that the company aims to expand its market reach into northern, northeastern, and western regions of India, as well as internationally.
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Large and Medium Industries Minister M.B. Patil voiced the concerns of many residents of Karnataka regarding Bhatia’s appointment. In a press conference, he stated that the issue transcends language and is fundamentally about enhancing the global and national reputation of KSDL through its products.
“I hold a deep respect for the Kannada identity. This is a matter of trade and business, and it should be promoted both nationally and internationally,” Patil remarked. He further clarified that Bhatia was chosen as the brand ambassador due to her substantial social media following of 28 million, making her the only viable option at the time. He noted that Rashmika Mandanna had already committed to another project, while other actresses like Pooja Hegde and Kiara Advani were unavailable, and Deepika Padukone’s fees exceeded KSDL’s budget.
On May 22, actress Tamannaah Bhatia was appointed as the brand ambassador for Karnataka Soaps and Detergents Limited (KSDL). This decision by the Karnataka government, however, has drawn criticism from various quarters, with many questioning why a local Kannada actor was not selected to represent this iconic state-run brand.
In response to the backlash, Minister M.B. Patil defended the choice, stating that it was made based on Tamannaah’s extensive appeal, robust digital presence, and her ability to resonate with the younger generation. “Our goal is to achieve ₹5,000 crore in sales by 2030, and a strong marketing strategy is essential to reach that target. This appointment was made following recommendations from marketing experts,” he emphasized.
Patil also underscored the importance of respecting Kannada artists, urging the public to recognize that this decision was not merely a contractual arrangement.
