Industries Minister MB Patil on Friday stood firm over the government's decision to appoint popular actor Tamannaah Bhatia as the brand ambassador for the state-owned Karnataka Soaps & Detergents Ltd's ( KSDL) products including the flagship Mysore Sandal soap and defended the move as a decision influenced by business factors.
The government has signed her up for a fee of Rs 6.2 crore for two years.
He was responding to media queries after local Kannada groups held protest demonstrations in front of the KSDL corporate office in Bengaluru opposing the appointment and demanding that a Kannada actor be appointed in her place. They said the taxpayer money from Karnataka was being handed to an outside actor.
Minister Patil said KSDL had recorded a 40% growth in turnover over the past two years and its growth rate exceeded that of competing players from across India. The PSU was on its way to clock a turnover of Rs 5000 crore in the years to come and the government would rope in a Hollywood star as its brand ambassador, he said.
Tamannaah Bhatia, Patil said, had been roped in to expand the global reach of the KSDL's wide range of products. The actress’s wide appeal, strong digital presence, and her ability to connect with the younger generation weighed on the decision in her favour, the minister said.
Marketing experts felt that her persona resonated well with younger audiences and aligned with KSDL’s brand values of quality, heritage, and contemporary relevance, he said.
The actor has begun featuring on Mysore Sandal soap promotions. "We're thrilled to welcome the iconic Ms Tamannaah Bhatia as the brand ambassador for Mysore Sandal Soap! A symbol of grace and versatility, Tamannaah perfectly mirrors the legacy, purity, and timeless appeal of our heritage brand," the company said in its post on X.
The government has signed her up for a fee of Rs 6.2 crore for two years.
He was responding to media queries after local Kannada groups held protest demonstrations in front of the KSDL corporate office in Bengaluru opposing the appointment and demanding that a Kannada actor be appointed in her place. They said the taxpayer money from Karnataka was being handed to an outside actor.
Minister Patil said KSDL had recorded a 40% growth in turnover over the past two years and its growth rate exceeded that of competing players from across India. The PSU was on its way to clock a turnover of Rs 5000 crore in the years to come and the government would rope in a Hollywood star as its brand ambassador, he said.
Tamannaah Bhatia, Patil said, had been roped in to expand the global reach of the KSDL's wide range of products. The actress’s wide appeal, strong digital presence, and her ability to connect with the younger generation weighed on the decision in her favour, the minister said.
Marketing experts felt that her persona resonated well with younger audiences and aligned with KSDL’s brand values of quality, heritage, and contemporary relevance, he said.
The actor has begun featuring on Mysore Sandal soap promotions. "We're thrilled to welcome the iconic Ms Tamannaah Bhatia as the brand ambassador for Mysore Sandal Soap! A symbol of grace and versatility, Tamannaah perfectly mirrors the legacy, purity, and timeless appeal of our heritage brand," the company said in its post on X.
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