Karnataka Soaps and Detergents Limited (KSDL) Appoints Tamannaah Bhatia as Brand Ambassador

KSDL, manufacturers of the famous Mysore Sandal soap, has signed a Rs 6.2-crore contract with Bollywood actress Tamannaah Bhatia as its brand ambassador for a period of two years and two days. This move has sparked controversy on social media platforms, with many questioning the state government's preference for a non-Kannada actress over local talent. According to the commerce and industries department, this is the second time KSDL has appointed a brand ambassador after MS Dhoni, and the decision was made by the PSU board after consulting marketing experts.

Key Takeaways:

• KSDL has appointed Tamannaah Bhatia as its brand ambassador for a period of two years and two days, signing a contract worth Rs 6.2 crore.
• This move has triggered a backlash on social media, with many questioning the state government's preference for a non-Kannada actress.
• KSDL has been granted exemption under the Karnataka Transparency in Public Procurement Act (KTPP) to make a direct payment of Rs 6.2 crore to the actor.
• Commerce and industries minister MB Patil has justified the move, stating it was an independent strategic decision aimed at achieving the company's target of Rs 5,000 crore in annual revenue by 2028.
• KSDL has expressed its deep regards for the Kannada film industry, despite appointing a non-Kannada actress as its brand ambassador.

Statistics:

• Rs 6.2 crore: The amount of the contract signed between KSDL and Tamannaah Bhatia.
• 2 years and 2 days: The duration of the contract.
• Rs 5,000 crore: KSDL's target annual revenue by 2028.

Sources:

• Bengaluru Livemint
• The Times of India