The Karnataka government has appointed actor Tamannaah Bhatia as the brand ambassador for Mysore Sandal Soap in a ₹6.2 crore deal for two years. The decision has sparked criticism online, with many questioning why a local Kannada actor was not chosen instead.
Mysore Sandal Soap is a heritage brand with deep cultural roots in Karnataka. It was first produced in 1916 under the rule of King Krishna Raja Wadiyar IV. The soap is manufactured by Karnataka Soaps and Detergents Limited (KSDL), a state-run company.
Social media users expressed disappointment, arguing that a Kannada actor should represent the brand. Some suggested names like Rukmini Vasanth, Pranita, Rashmika Mandanna, and Srinidhi Shetty.
“Many Kannada actress itself were there why pay for an outsider,” wrote one user on X (formerly Twitter). Another asked, “Why not our own Rukmini Vasanth?”
Karnataka Minister MB Patil defended the decision, stating that the goal was to expand the brand’s reach beyond Karnataka. He explained that Tamannaah was chosen for her pan-India appeal, strong social media presence, and alignment with marketing goals.
“KSDL has deepest respects and regards for Kannada Film Industry. Some Kannada Movies are giving competition to even Bollywood movies. Mysore sandal has a very good brand recall within Karnataka. Which shall be strengthened,” Patil said.
He added that the decision was made after consulting marketing experts. The selection criteria included availability, social media influence, brand coherence, and market reach. KSDL aims to achieve ₹5,000 crore in annual revenue by 2028.
Officials revealed that other actresses like Deepika Padukone, Rashmika Mandanna, Pooja Hegde, and Kiara Advani were considered. However, Tamannaah was chosen for her strong digital presence with 28.2 million Instagram followers and wider recognition.
Pro-Kannada activists and groups criticized the move, calling it an insult to local talent. T Narayanagowda, chief of Karnataka Rakshana Vedike, demanded the deal be canceled and the money used for public welfare.
“This is an insult to Karnataka’s talent. The government should reverse this decision immediately,” Narayanagowda said.
KSDL officials clarified that only 12% of their revenue comes from Karnataka, with the majority coming from other states. They believe a national face like Tamannaah will help boost sales outside the region.
This is not the first time KSDL has hired a high-profile ambassador. In 2006, they signed MS Dhoni, but the contract ended early due to his busy schedule.
Tamannaah has not yet responded to the controversy. The actress, known for her work in Telugu, Tamil, and Hindi films, has previously endorsed several brands.
KSDL’s revenue in 2024-25 was ₹1,786 crore, with ₹1,430 crore coming from southern states. The company hopes Tamannaah’s association will help increase national market share, currently at 6-7%.
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The debate continues, with some supporting the decision for business growth while others argue for local representation.
Credits: News reports from Hindustan Times
