Bengaluru: The Karnataka government’s decision to appoint Tamannaah Bhatia as the new brand ambassador for Mysore Sandal soap has triggered a controversy.
The choice of a non-Kannada speaking actress for representing one of Karnataka’s most treasured heritage brands has not gone down well in certain quarters.
Members of the Yuva Karnataka Vedike staged a protest outside KSDL’s Yeshwantpur factory in Bengaluru on Friday, condemning Tamannaah’s appointment, The Hindu reported.
The group called for cancellation of the deal as it was deemed to an “anti-Kannada” move.
The Karnataka Rakshana Vedike (KRV) also slammed Tamannaah’s appointment by calling it ‘irrational, irrelevant, unethical, and irresponsible.’
“There are many talented and popular Kannada actresses who could have done justice to the role while also connecting emotionally with the people of Karnataka. Instead, the government has chosen a Bollywood face, sending out a wrong message and appearing to endorse Hindi cultural dominance over Karnataka’s local ethos,” KRV said in a statement.
Other pro-Kannada groups and individuals took to social media to express their discontent.
“This soap has a legacy and decades of loyal customers. I don’t understand what Tamanna brings to the table or how much she’ll actually improve the business — she’s not a household name across Karnataka forget India,” an X user commented.
Another questioned, “Mysuru sandal soap is pride of Karnataka. Doesn’t the Kannada industry have good actresses?”
One post read, “Nandhini milk sells outside #Karnataka without a popular face.. We don’t need celebrities to sell our 100-year-old legacy authentic #MysoreSandalSoap.”
Following backlash, Minister for Commerce & Industries M B Patil expressed his “deepest respect and regard for the Kannada language, identity and film industry” and emphasised that “business competitiveness was a key factor behind the appointment.”
Describing Tamannaah’s appointment as “thoughtful and research-backed”, the minister wrote on X: “We believe that what you sow is what you reap. That’s why we are sowing excellence — in products, people, processes, and partnerships… The appointment of #TamannaahBhatia as brand ambassador is a well-researched move — given her pan-India appeal, strong digital presence, and resonance with youth.”
The minister further hinted that Tamannaah’s appointment is “part of a broader strategy to aggressively expand Mysore Sandal Soap’s market presence beyond Karnataka.”
Tamannaah will be representing Karnataka Soaps and Detergents Limited (KSDL) for two years, and will be paid ₹6.2 crore.