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A day after Karnataka Soaps and Detergents Limited (KSDL) announced the appointment of actor Tamannaah Bhatia as the brand ambassador for Mysore Sandal soap, the state government faced backlash for choosing a non-Kannada speaking celebrity to represent the iconic brand.
On May 23, members of Yuva Karnataka Vedike staged a protest at KSDL factory in Yeshwanthpur, calling the decision “anto Kannada.” The protestors questioned the need to bring in a multilingual actor on a high-value endorsement deal, when the state-run brand had, according to them, “earned Rs400 crore in profit without any celebrity endorsement so far.” They demanded that the Rs6.2 crore agreement be scrapped and urged the government to consider local talent instead.
Tamannaah has been signed as the brand ambassador for a two-year term.
The decision has sparked outrage from the public with questions raised over the choice of a non-Kannada actor to represent a brand deeply associated with Karnataka’s cultural identity. T Narayana Gowda, president of the Karnataka Rakshana Vedike, told Public TV, “It’s disappointing that the government couldn’t find a single Kannadiga to represent a symbol of Karnataka’s heritage. Why not Deepika Padukone or another local star?” The organisation has threatened statewide protests if the appointment is not withdrawn.
On social media, one user wrote, “I am using Mysore Sandal Soap for decades. Now I want to stop using. What are Kannada Organisations doing ? Is it the way , being silent , to promote kannada models ? (sic)”
Another added, “Shame on you that you were defining this big flaw in your system. I am sure it shows clear ignorance of our local people. We are not sure this heroin is going to do what kind of magic here. Mysore sandal is already renowned brand. (sic)”
Responding to the criticism, Karnataka’s Minister for Commerce and Industries, M B Patil, defended the decision on Thursday. “The appointment of Tamannaah Bhatia as brand ambassador is a well-researched move - given her pan-India appeal, strong digital presence, and resonance with youth. Selecting a brand ambassador involves extensive deliberations,” he said.
“KSDL has the deepest respect for the Kannada film industry. Some Kannada movies are giving competition to even Bollywood films,” Patil said in a statement. “Mysore Sandal has a strong brand recall within Karnataka, which will continue to be strengthened. However, the intent is also to penetrate markets outside the state aggressively.”
The Minister also outlined the key factors behind the brand ambassador selection, including the actor’s availability (especially in light of any non-compete agreements), social media influence, alignment with the brand’s image and values, appeal to the target audience, and overall marketing reach.
Mysore sandal soap has been manufactured by the state run KSDL since 1916. The factory was originally established in the early 20th century by Krishna Raja Wodeyar IV in Bengaluru. Over the decades, the soap has become deeply woven into Karnataka’s cultural identity and is renowned for its distinctive sandalwood fragrance.