Actress Tamannaah Bhatia, a popular face in brand endorsements, has recently signed a lucrative deal worth ₹6.2 crore with a major soap brand aimed at expanding its market presence in North India. However, this endorsement has unexpectedly triggered controversy in Karnataka due to regional sentiments.
Opposition parties and several Kannada cultural groups have voiced strong objections to the brand selecting a non-Kannada actress as its ambassador. They argue that a local Kannada-speaking celebrity would better represent the region’s cultural identity and resonate more deeply with the audience. This backlash has reignited ongoing debates about regional representation and the importance of promoting local talent in advertising campaigns.
Karnataka has witnessed similar controversies in the past related to celebrity endorsements and casting choices perceived as sidelining homegrown stars. This latest issue has caught the attention of political leaders and cultural organizations, making it a hot topic in the state’s socio-political discourse.
With public pressure mounting, there is a possibility that authorities may intervene, potentially leading to the endorsement deal being reconsidered or even canceled. It remains to be seen whether the government will support the current arrangement or yield to opposition demands emphasizing regional pride and representation.