Tamannaah’s Rs 6.2 Crore Mysore Sandal Deal Triggers Kannada Pride Controversy
Updated on: 23 May, 2025 06:15 PM IST |Sudheesh SK
tamannaah bhatia bags Rs 6.2 Cr for soap
The Karnataka government recently appointed actress Tamannaah Bhatia as the brand ambassador for Mysore Sandal Soap, a move that has sparked significant controversy. The deal, reportedly worth ₹6.2 crore, will span two years and two days, during which Tamannaah will also promote other products by Karnataka Soaps and Detergents Limited (KSDL).
Tamannaah, known for her pan-India appeal and strong digital presence, was selected to help expand the brand’s reach beyond Karnataka. The government and KSDL emphasized that this strategic decision aims to boost Mysore Sandal Soap’s visibility in national and international markets, with a goal to increase KSDL’s turnover to ₹5,000 crore by 2028.
However, the appointment has faced backlash from Kannada audiences and cultural groups. Critics argue that a non-Kannada-speaking actress is an inappropriate choice to represent a brand deeply rooted in Karnataka’s heritage. Many questioned why local Kannada actresses like Rukmini Vasanth or Ashika Ranganath were overlooked. Pro-Kannada organizations, such as Yuva Karnataka Vedike, protested the decision, calling it “anti-Kannada” and demanding the cancellation of the deal. They pointed out that Mysore Sandal Soap has historically been successful without celebrity endorsements.
In response, Karnataka’s Commerce and Industries Minister M. B. Patil defended the choice, explaining that the selection process considered factors such as availability, non-compete clauses, social media influence, and alignment with brand goals. He also dismissed the regional criticism, stating the decision was business-driven and aimed at aggressive market expansion. Patil even mentioned that, in the future, a Hollywood star might be roped in to further globalize the brand.
Tamannaah Bhatia, who rose to fame with films like Baahubali and, more recently, Odela 2, has a strong presence in South Indian cinema and beyond, making her a recognizable face across India. KSDL welcomed her appointment, highlighting her grace, versatility, and timeless appeal as fitting qualities for the brand.
In summary, while Tamannaah Bhatia’s appointment as Mysore Sandal Soap’s ambassador is a strategic move to elevate the brand nationally and internationally, it has ignited a debate over cultural representation and regional pride among Kannada audiences.
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