The Karnataka government has appointed actor Tamannaah Bhatia as the brand ambassador for the historic Mysore Sandal Soap brand. This announcement has led to public outrage and intense debate on social media. Many questioned why the government did not choose a local Kannada actor instead. The decision, however, was defended by Minister MB Patil, who explained the government’s marketing strategy behind picking Tamannaah for the role.
The controversy erupted soon after a notification from the Karnataka government went viral. It officially named Tamannaah Bhatia as the new face of Mysore Sandal Soap — a state-owned brand manufactured by Karnataka Soaps and Detergents Limited (KSDL). The deal signed with the actress is worth ₹6.20 crore for a period of two years.
KSDL is a public sector enterprise that has been producing the iconic Mysore Sandal Soap since 1916. The soap was introduced by the then-King of Mysore, Krishna Raja Wadiyar IV, who set up a soap factory to make use of excess sandalwood in the region. Over the years, the soap has gained a strong identity and deep emotional connection with the people of Karnataka. Many consider it a cultural symbol of the state.
With such heritage tied to the product, the decision to bring in a non-Kannada actor for such a huge fee did not go down well with many. People took to social media platform X (formerly Twitter) to express their disappointment. They questioned why the government couldn’t find a Kannada actress who could represent a home-grown brand.
One user wrote, “Many Kannada actress itself were there, why pay for an outsider?” Another commented, “Why not Rukmini Vasanth?” Others suggested names like Pranitha Subhash and Rashmika Mandanna, asking why well-known actresses from Karnataka were overlooked. Some even mentioned Ashika Ranganathan and Srinidhi Shetty, who have a strong following in the state.
Responding to these concerns, MB Patil, Karnataka’s Minister for Commerce & Industries and Infrastructure, stepped in to clarify the decision. He said that Mysore Sandal Soap already enjoys high brand recognition in Karnataka. The aim now is to expand the brand beyond the state and make it a national-level success.
He emphasized that appointing Tamannaah was not a disrespect to the Kannada film industry. “KSDL has deepest respect and regard for Kannada Film Industry. Some Kannada Movies are giving competition to even Bollywood movies,” he wrote in his post.
The minister added that the selection was made after detailed discussions and consultations with marketing experts. The goal is to increase the reach of Mysore Sandal Soap in other parts of India, where Tamannaah has a strong fan base due to her work in multiple languages including Telugu, Tamil, and Hindi.
Explaining the criteria, MB Patil said that the board of KSDL looked at multiple factors before finalizing the brand ambassador. These included:
Availability – Whether the actor was free to take up the brand without violating any previous endorsement contracts.
Social Media Presence – Tamannaah has a large fan following across platforms which helps in greater visibility.
Brand Coherence – Her personality and popularity fit well with the brand’s image and the target audience.
Marketing Reach – Her popularity across several states makes her a good choice for expanding Mysore Sandal’s reach.
“Our vision is for KSDL to touch ₹5000 crore annual revenue by 2028,” he concluded. This clearly shows the government's ambition to turn Mysore Sandal into a nationally leading soap brand.
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Despite the detailed justification, the public opinion remains divided. While some have accepted the explanation and praised the state’s forward-thinking strategy, others believe that the cultural identity of the soap is getting diluted by bringing in someone from outside the state.
Some Kannada film supporters argue that this decision sends the wrong message to local talent. They say if even a home-grown soap brand with a century-old legacy doesn’t promote Kannada actors, then what message does it send to the youth of Karnataka who are pursuing careers in entertainment?
On the flip side, Tamannaah’s fans and a few marketing professionals supported the move. They argued that her pan-India appeal and image as a confident, classy star perfectly matches Mysore Sandal Soap’s luxury image. They also pointed out that business growth should be the priority, and brand ambassadors are chosen to increase visibility, not just represent a region.
Interestingly, this is not the first time state governments have faced criticism for brand endorsement deals. In recent years, various brands associated with different states have seen debates on whether to promote regional pride or go for market expansion. This latest case has again ignited the conversation about the balance between culture and commerce.
Only time will tell whether Tamannaah’s appointment helps boost Mysore Sandal Soap’s popularity outside Karnataka. But for now, the debate has certainly brought the brand — and the soap — back into the national spotlight. Whether people are for or against it, one thing is clear: Mysore Sandal Soap has successfully stirred public interest once again.
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