Actor Tamannaah Bhatia has been appointed as the new brand ambassador for Mysore Sandal Soap under a ₹6.20 crore deal for two years, a move initiated by Karnataka Soaps and Detergents Limited (KSDL). However, the decision has stirred controversy across social media, with many questioning why a non-Kannada actor was chosen to represent a brand deeply rooted in Karnataka’s cultural heritage.
Cultural Significance of Mysore Sandal Soap
First produced in 1916 under the rule of Krishna Raja Wadiyar IV, Mysore Sandal Soap is a legacy product and a source of state pride. Manufactured by the state-run KSDL, the soap is synonymous with Karnataka’s identity, making the choice of brand ambassador a sensitive topic for many locals.
Online Criticism
The announcement triggered a wave of responses on X (formerly Twitter), with users asking why Kannada actors were overlooked. Suggestions poured in for actors like Rukmini Vasanth, Ashika Ranganathan, Rashmika Mandanna, Srinidhi Shetty, and Pranita Subhash, all of whom are either native Kannada speakers or associated with Karnataka.
A typical sentiment expressed online:
“Why not our own Rukmini Vasanth?”
“Why not Pranita? Her homely looks and native Kannada roots could have been a better fit.”
Government Response
MB Patil, Karnataka’s Minister for Commerce & Industries and Infrastructure, defended the move. In a post responding to public concerns, he stated:
“KSDL has deepest respects and regards for Kannada Film Industry… However, the intent of Mysore Sandal is to also penetrate markets beyond Karnataka aggressively.”
Patil explained that the Public Sector Undertaking (PSU) board made a strategic marketing decision after consulting experts. He emphasized that Tamannaah was chosen based on several parameters:
- Availability and lack of non-compete clauses
- Strong social media presence
- Compatibility with the brand’s target audience
- Pan-India recognition and marketing reach
He added:
“Our vision is for KSDL to touch ₹5000 crore annual revenue by 2028.”
Broader Implications
This move highlights the tension between local cultural pride and national-level brand strategy. While Tamannaah—an actor with a pan-Indian following across Telugu, Tamil, and Hindi industries—may help broaden the product’s reach, many feel a local icon could have reinforced the brand’s authenticity and heritage appeal within Karnataka.
As KSDL eyes national expansion, the debate underscores the balancing act between commercial goals and cultural sensitivities.
