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The Karnataka government runs the iconic Mysore Sandal Soap brand. Recently, they signed Tamannaah as the brand ambassador, with a contract worth Rs 6.2 crore.
However, this decision has sparked backlash from cultural organizations, voluntary groups, and opposition parties in Karnataka. The controversy revolves around regional identity. Recently, a bank employee in Karnataka was transferred for refusing to speak in Kannada, showing how sensitive the state currently is about language and local representation.
Critics are questioning how a non-Kannadiga actress like Tamannaah can be chosen to endorse such a symbolic Karnataka product.
Rashmika Mandanna, Pooja Hegde, and Deepika Padukone all have Kannada roots. But:
Rashmika has been embroiled in multiple controversies in Karnataka, so she was ruled out.
Deepika reportedly quoted a very high fee.
Pooja Hegde was said to lack strong appeal in northern India.
That left Tamannaah, who, according to the Karnataka minister, has pan-India popularity, making her the most suitable choice — especially for promoting the soap in North India.
Still, the minister’s justification hasn’t silenced critics. Kannada cultural organizations and opposition leaders continue to object to the decision. What happens next remains to be seen.
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