Tamannaah Bhatia’s Rs 6.2 Crore Mysore Sandal Soap Deal Sparks Debate Over Kannada Representation

Mysore Sandal Soap: A Rs 6.2 crore brand endorsement deal between actor Tamannaah Bhatia and the Karnataka government for Mysore Sandal soap has triggered sharp criticism online, with many questioning the state’s decision to bypass Kannada actors for a product deeply rooted in regional pride.

A day after Karnataka Soaps & Detergents Limited appointed actor Tammannah Bhatia as the brand ambassador of its products, the Karnataka government has come under criticism for picking a non-Kannada speaking actor for the position.

Activists have formally written to Chief Minister Siddaramaiah, demanding that the appointment be revoked. In a social media post, Narayana Gowda, State President of the Karnataka Defence Forum, described the decision as "unethical, irresponsible and disconnected from the sentiments of Kannadigas."

Also Read: ‘Enough is Enough’: Indian All-Party Delegations Reach Russia, Other Nations to Expose Pakistan on Terror

Social media users have slammed the decision. "Is there a dearth of talent in Sandalwood?" asked one user. Another, tagging Karnataka Industry Minister MB Patil, wrote, "When local Kannada young actresses like @AshikaRanganath could be taken as brand ambassador why appoint and promote Hindi ones @MBPatil (sic)."

Some pushed back, arguing that Tamannaah was a strategic choice for broader appeal. One user noted, "Kannada heroines like Ashika are talented, but their fame is mostly in Karnataka. To sell Mysore Sandal outside Karnataka, we need a popular face… Tamannaah is a better fit for the budget and has wide appeal."

Some questioned the financial logic. "Without any actress the soap company made a profit of 400 crores last year… Is it right to waste people’s money like this? Cancel this immediately," wrote Rupesh Rajannah.

Also Read: Delhi Weather Update: Thunderstorms Expected Today; IMD Issues Red Alert for Konkan & Goa

"We evaluated several well-known celebrities including Deepika Padukone, Rashmika Mandanna, Pooja Hegde, and Kiara Advani," Mr Patil said. "Tamannaah was selected based on her pan-India appeal, cost-effectiveness, and her substantial digital footprint, which includes over 28 million followers."

Mr Patil said that while Mysore Sandal already has strong brand recall within Karnataka, the government is aiming to significantly increase KSDL's turnover targeting Rs 5,000 crore in revenue by 2028.

Also Read: Rahul Gandhi Challenges PM Modi: ‘Why Does Your Blood Boil Only in Front of Cameras?