After Dhoni, Tamannaah named Mysore Sandal soap brand ambassador for Rs 6.2 cr
The Karnataka government's decision to sign Tamannaah has raised many eyebrows
At a time when the Karnataka government is grappling with financial issues for guarantee schemes and other developmental works in the state, it has been decided to appoint multilingual actress Tamannaah Bhatia as the brand ambassador of Karnataka Soaps and Detergents Limited (KSDL) to promote Mysore Sandal soap.
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Despite the presence of renowned actors and actresses from Karnataka and of Kannada origin, the government’s decision to appoint an actress from another language, for a two-year tenure at a cost of Rs 6.2 crore, has raised many eyebrows.
Rs 82,000 per day
According to an estimate, under this notification, Tamannaah is to be paid Rs 82,000 per day for two years and two days. Even exemptions to tender rules have been granted for this appointment.
By invoking the Right to Transparency in Public Procurement Act of Karnataka, the Department of Commerce and Industry has been granted exemption from the transparency rules to finalize the remuneration for this appointment.
The allocation of such a large sum for appointing a brand ambassador, while overlooking local Kannada actresses, has sparked outrage among pro-Kannada groups.
Dhoni vs KSDL legal battle
As per the official notification signed by Kantamma NM, Under Secretary of the Finance Department, it has been stated: “By exercising powers under the Transparency in Public Procurement Act of Karnataka, permission has been granted to the Department of Commerce and Industry to appoint Ms. Tamannaah Bhatia as the official brand ambassador of KSDL for a period of 2 years and 2 days at a cost of ₹6.2 crore, exempting the appointment from the transparency act.”
The statement further explains that the Department of Commerce and Industry must ensure the collection of high-quality service at a reasonable price.
Former India cricket team captain MS Dhoni was the first brand ambassador of Mysore Sandal soap. He was signed up in 2006 for two years. However, in 2007, the contract was terminated following Dhoni’s inability to devote time for promotions. Then, KSDL dragged Dhoni to court for “breach” of contract but he won the case.
(This article was originally published in The Federal Karnataka)