Bengaluru:
The Karnataka government's decision to appoint Bollywood actress Tamannaah Bhatia as the brand ambassador of the iconic Mysore Sandal Soap has triggered a political and cultural storm in the state. The century-old soap brand, produced by the government-run Karnataka Soaps and Detergents Limited (KSDL), is deeply entwined with the state’s heritage. The announcement of a ₹6.2 crore two-year endorsement deal with Bhatia has sparked outrage among pro-Kannada groups, local activists, and opposition parties, including the BJP.
Critics argue that the brand, symbolic of Karnataka's cultural identity since its inception in 1918, should have chosen a representative from within the state. Though Tamannaah, originally from Mumbai, began her career in South Indian cinema, detractors claim she does not embody Karnataka's regional ethos. They suggest that a local actress would better resonate with the people and uphold the state’s cultural pride.
The Karnataka Defence Forum’s state president Narayana Gowda called the decision "immoral, irresponsible, and inconsistent" with local sentiment. He argued that a heritage product like Mysore Sandal Soap should be represented by someone from Karnataka. Gowda also criticized the financial allocation, suggesting that the ₹6.2 crore could have been better spent on education, healthcare, or employment initiatives.
Several activists have submitted a written complaint to Chief Minister Siddaramaiah, urging the government to revoke the appointment. They argue that promoting local talent would have empowered Karnataka’s entertainment industry and reinforced the brand’s cultural roots.
“There is no shortage of talented and popular actresses in Karnataka. Had one of them been selected, it would have created a stronger emotional connection with the people,” said Gowda. “This decision sidelines local talent in favor of a Bollywood celebrity, which sends the wrong message about our priorities.”
Responding to the backlash, Karnataka Minister M.B. Patil defended the decision, emphasizing that it was made after consulting marketing experts. According to Patil, the goal is to take Mysore Sandal Soap beyond Karnataka and build national and international recognition.
“We evaluated several prominent celebrities, including Deepika Padukone, Rashmika Mandanna, Pooja Hegde, and Kiara Advani before finalizing Tamannaah,” he said. “Her massive social media following of 28 million gives the brand a wider reach, aligning with our expansion goals.”
This controversy has reignited a longstanding debate around regional identity and representation in brand endorsements, especially when it involves public sector undertakings with cultural significance. While the government insists the decision is strategic, critics view it as a missed opportunity to celebrate and promote local pride.
As the debate intensifies, it remains to be seen whether public pressure will force a rethink or if the government will hold its ground in pursuit of broader market appeal.
