Why Is Tamannaah Bhatia’s Endorsement of Mysore Sandal Soap Creating Controversy?
Tamannaah Bhatia has signed a ₹6.2 crore, two-year endorsement deal to represent Mysore Sandal Soap and all products of Karnataka Soaps and Detergents Limited (KSDL). While the Karnataka government and KSDL argue this is a strategic move to expand the brand’s presence nationally and globally, the decision has sparked sharp criticism from Kannada activists and cultural figures. They argue that a local Kannada actor should have represented the iconic, heritage-rich brand that has been part of Karnataka’s cultural fabric since 1916.
Karnataka Government sanctions Rs.6.2 crore for #TamannahBhatia to be brand ambassador of #MysoreSandalSoap for two years. Worth it? pic.twitter.com/v6YQ2PZWRW
— S Shyam Prasad's Movie Page (@SSP_Film_Review) May 22, 2025
Why Did the Government Choose Tamannaah Over a Kannada Actor?
According to Karnataka’s Industries Minister MB Patil and KSDL officials, the choice of Tamannaah Bhatia was purely strategic. With only 12–18% of sales coming from Karnataka, the government aims to transform Mysore Sandal Soap into a national and international brand. Tamannaah’s pan-India and global fanbase, cost-effective fee compared to other A-listers, and digital reach (28+ million followers) made her an appealing candidate.
Government sources claim they evaluated several celebrities, including Rashmika Mandanna, Pooja Hegde, Kiara Advani, and even Deepika Padukone. But Tamannaah’s combination of affordability and visibility aligned best with their goal of growing KSDL’s revenue to ₹5,000 crore by 2028.
What’s Fueling the Backlash Against the Tamannaah-KSDL Deal?
The endorsement has ignited cultural and political tensions. Critics argue that a brand rooted in Karnataka’s identity should have chosen a local Kannada-speaking actress—someone who better reflects the state’s ethos. Netizens and pro-Kannada organizations like Karnataka Rakshana Vedike see this move as a snub to Kannada pride.
They suggest actors like Rashmika Mandanna, Rukmini Vasanth, or Srinidhi Shetty would have been better choices. Some even argue the ₹6.2 crore could have been used for public welfare. KSDL’s branding strategy is now caught between its commercial ambitions and public sentiment tied to Karnataka’s cultural pride.
