Bengaluru: The Karnataka government has appointed actress Tamannaah Bhatia as the brand ambassador for the iconic Mysore Sandal Soap, produced by state-run Karnataka Soaps and Detergents Limited (KSDL). The announcement, however, has sparked a flurry of criticism on social media, with several Kannadigas questioning why a local actor wasn’t chosen to represent a quintessentially Karnataka brand.
Addressing the backlash, Karnataka’s Minister for Large and Medium Industries, M.B. Patil, defended the decision, citing strategic market reasons. “We have deep respect for the Kannada film industry,” he said. “But KSDL aims to expand its presence beyond Karnataka. That’s why we opted for a pan-India celebrity.”
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.
However the intent of Mysore Sandal is to also… https://t.co/qnXe3MyJYn
— M B Patil (@MBPatil) May 22, 2025
Why Tamannaah?
In a detailed statement, Minister Patil outlined four key reasons behind selecting Tamannaah Bhatia:
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Pan-India Appeal: Tamannaah has acted in Telugu, Tamil, Hindi, and Kannada films, making her a recognisable face across Indian markets.
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Market Expansion: KSDL is targeting growth in non-Karnataka regions, especially in North and East India.
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Professional Branding Experience: Tamannaah has prior experience endorsing high-profile beauty and skincare brands, adding credibility to the partnership.
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Board Approval: The selection was based on inputs from marketing experts and was approved by the PSU’s board of directors.
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₹6.2 Crore Deal Sparks Reactions
Adding fuel to the public debate is a viral claim that the two-year contract with Tamannaah is worth ₹6.2 crore — a figure that has raised eyebrows amid concerns over public sector spending. While the state has not officially confirmed the amount, sources suggest the remuneration is in line with what national-level brand ambassadors typically command.
Criticism and Counterpoints
Many social media users voiced disappointment that a Kannada star wasn’t picked for such a symbolic brand. “This is a lost opportunity to promote local talent and regional identity,” one user wrote on X (formerly Twitter). Several pointed to the irony of a non-Kannada actress representing a 100-year-old soap that is rooted in Karnataka’s cultural heritage.
In response, the government maintains that the decision was purely driven by business goals and broader visibility. “Our focus is on expanding Mysore Sandal Soap’s footprint across India. This choice supports that mission,” Patil reiterated.
Despite the controversy, the partnership marks a significant step in KSDL’s rebranding efforts and ambition to take a legacy Karnataka brand to a national level.
