Actress Tamannaah Bhatia has been named as the new brand ambassador of the famous Mysore Sandal Soap, for which she has signed a Rs 6.20 crore deal with the Karnataka government. However, this did not go well with pro-Kannada outfits and activists, who questioned her selection despite her not being a Kannadiga by birth.
Kannada director Kavita Lankesh slammed the government for "chasing Milky Beauty" and ignoring the people of the state. "We have so many talented people here in Karnataka, from across South India. Kannadigas are beautiful in every shade. Why do we keep chasing this so-called ‘milky white’ beauty standard? I’ve said it before — dark and dusky — these are extremely beautiful too. Why are we paying ₹6 crore of taxpayer money to someone like Tammanah? We have nothing against her, but we are seeking answers, aren’t there actors in Kannada cinema who fit the bill?" she said, as per a News18 report.
Pro-Kannada outfits threaten to stage protests
Roopesh Rajanna, a member of the pro-Kannada outfit Yuva Karnataka Vedike, has threatened to stage a protest against the decision in front of the Mysore Sandal Soap factory, demanding the authorities to change their decision.
Karnataka Rakshana Vedike’s chief T Narayana Gowda also slammed the government and stated that naming a non-Kannadiga actress as the brand ambassador for the local Mysore Sandal Soap brand was an "insult".
Minister responds to criticism
Amid the massive uproar, Karnataka industries minister MB Patil defended the move, claiming that the state-owned Karnataka Soaps and Detergents Limited (KSDL) wants to penetrate the markets beyond the boundaries of Karnataka and that Tamannaah's fame will aid the intention.
KSDL authorities also mentioned that Tamannaah was signed because of her "pan-India appeal", and that they were unable to sign Kannadiga actresses like Deepika Padukone, Rashmika Mandanna and Pooja Hegde due to their commitments and association with rival brands.
