‘People of Karnataka extremely unhappy with appointment of Tammannah Bhatia as ambassador of KSDL’: Minister MB Patil

BENGALURU: Karnataka’s large and medium Industries Minister MB Patil on Friday stated that the locals of Karnataka were extremely unhappy with the appointment of actress Tamannah Bhatia as an ambassador of the KSDL products.

Addressing a press conference, Patil said that the matter was not of language, but of earning global and national reputation through work.

“I am a person who has a lot of respect for Kannada identity. This is trade, business… and should be promoted to the world and across India,” Patil told the media.

He further stated that Bhatia had been chosen as the brad ambassador because she had 2.8 crore followers and was the only suitable option, as Rashmika Mandanna had signed elsewhere, while actresses Pooja Hegde and Kiara Advani were not possible and Deepika Padukone would not fit in the budget of KSDL.

Patil further stated that there should be respect for Kannada artists, and people should understand that this was not a tender work done.

On May 22, actor Tammannah Bhatia was roped in as a brand ambassador for Karnataka Soaps and Detergents Limited (KSDL).

#WATCH | Bengaluru: On controversy over Tamannaah Bhatia’s appointment as the brand ambassador of Karnataka Soaps and Detergents Limited, which manufactures Mysore Sandal Soap, Karnataka Minister MB Patil says, “…We have a prolonged strategy to take up the total sales to Rs… pic.twitter.com/iSszBnwW4h

— ANI (@ANI) May 23, 2025

The Karnataka government’s decision, however, sparked criticism from some quarters, with many questioning why a Kannada actor was not chosen to represent the iconic state-run brand.

Following the backlash, Large and Medium Industries Minister MB Patil stated that “the decision was made considering the actress’s wide appeal, strong digital presence, and her ability to connect with the younger generation.”

“Our target is to reach Rs5,000 crore in sales by 2030, and in this context, a strong marketing strategy becomes vital. This appointment was made based on recommendations from marketing experts,” he highlighted.

“Other leading celebrities such as Deepika Padukone, Rashmika Mandanna, Pooja Hegde, and Kiara Advani were also considered. However, after evaluating factors like ongoing brand endorsements, availability, and associated costs, Tamannaah was selected for her strong pan-India appeal, reasonable engagement terms, and remarkable digital reach with over 28 million followers,” Patil said.

Meanwhile, on the acting front, Tamannaah will be seen sharing screen space with Sidharth Malhotra in folk thriller ‘VVAN,’ which is set to be released in theatres on May 15, 2026.As per the makers, VVAN is set in the deep forests of Central India and is described as a mix of ancient legends, hidden temples, and adventure. It has been shot in real forest locations. (ANI)