Daijiworld Media Network – Bengaluru
Bengaluru, May 22: The Karnataka government has appointed popular actor Tamannaah Bhatia as the brand ambassador for the iconic Mysore Sandal Soap in a Rs 6.20 cr deal spanning two years. However, the decision has sparked a backlash online, with many questioning why a Kannada actor was not chosen to represent the heritage brand.
On Thursday, a government notification confirming Tamannaah’s appointment went viral on social media. According to reports, the actor will receive Rs 6.20 cr for her endorsement over the next two years. The move aims to give a fresh boost to the 108-year-old brand manufactured by Karnataka Soaps and Detergents Limited (KSDL).
Founded in 1916 under the patronage of the Mysore royal family, Mysore Sandal Soap holds deep cultural significance for the state and remains a symbol of Karnataka’s legacy in the personal care industry.
Despite its legacy, the government’s choice to rope in a non-Kannada actor drew sharp reactions. Social media users on platform X (formerly Twitter) questioned the decision, naming actors such as Rukmini Vasanth, Pranitha Subhash, Ashika Ranganathan, Rashmika Mandanna, and Srinidhi Shetty as deserving local options.
“Why not our own Rukmini Vasanth?” one user asked, while another wrote, “We have many Kannada actresses. Why pay for an outsider?”
Responding to the criticism, Karnataka's minister for Commerce & Industries, MB Patil, defended the move. “KSDL has deepest respects and regards for the Kannada Film Industry. Some Kannada movies are competing with Bollywood. Mysore Sandal has strong brand recall in Karnataka, and the intention now is to expand aggressively beyond the state,” Patil said.
He further elaborated that the decision was made strategically by the PSU’s board after consulting marketing experts. “Our vision is for KSDL to touch Rs 5,000 cr in annual revenue by 2028,” he noted.
Explaining why Tamannaah was selected, Patil cited key factors including availability, brand fit, social media reach, and the ability to appeal to a pan-India audience. “It’s not just about a face it’s about strategic brand expansion,” he added.
Even as the debate continues, the government has stood by its decision, signalling a shift in Mysore Sandal Soap’s positioning from a state heritage brand to a national contender in the FMCG space.