The Karnataka government's announcement to appoint actress Tamannaah Bhatia as the brand ambassador for Mysore Sandal Soap has led to widespread backlash across social media. The two-year deal, valued at Rs 6.20 crore, was confirmed through an official government notification issued on May 22. The news quickly gained attention, with critics questioning why a non-Kannada actor was selected to represent a brand considered a cultural emblem of Karnataka.
A common point raised was the relevance of promoting a state-owned, heritage product using a figure with no direct connection to the local culture or language. One user stated, “The iconic Karnataka brand should have opted for a Karnataka person.” Others argued that Mysore Sandal Soap, with its historic identity, did not need a celebrity endorsement at all.
In a social media post, Patil wrote, “Mysore Sandal has very strong brand recall within Karnataka, which will be further strengthened. However, the intent is also to aggressively penetrate markets beyond Karnataka.” He emphasized that the selection was a strategic decision based on factors such as availability, social media presence, alignment with the brand, and marketing potential. Patil further noted, “Our vision is for KSDL to achieve an annual revenue of Rs 5,000 crore by 2028.”
Groups like Yuva Karnataka Vedike and Karnataka Rakshana Vedike threatened to organize protests, labeling the decision as an "insult" to local talent. Roopesh Rajanna from Yuva Karnataka Vedike announced plans to demonstrate in front of the Mysore Sandal Soap factory.
Cultural Significance of Mysore Sandal Soap
Mysore Sandal Soap holds historical significance in Karnataka. First produced in 1916 under the rule of King Krishna Raja Wadiyar IV, it has long been a symbol of the state's heritage. The soap is manufactured by Karnataka Soaps and Detergents Limited (KSDL), a government-owned enterprise.
Despite the brand's deep-rooted legacy in the state, officials from KSDL highlighted the importance of expanding market reach. They also mentioned that some prominent Kannada actresses, including Deepika Padukone, Rashmika Mandanna, and Pooja Hegde, could not be approached due to existing brand associations.
Public Questions Choice of Non-Kannada Celebrity
Social media users voiced disappointment over the selection, emphasizing that several prominent Kannada actresses could have been considered for the role. Comments on X (formerly Twitter) reflected the public sentiment. One user asked why the state did not consider local actresses like Rukmini Vasanth or Pranitha Subhash. Another wrote, “We have many Kannada actresses. The opportunity to represent this homegrown brand should have been given to them.”A common point raised was the relevance of promoting a state-owned, heritage product using a figure with no direct connection to the local culture or language. One user stated, “The iconic Karnataka brand should have opted for a Karnataka person.” Others argued that Mysore Sandal Soap, with its historic identity, did not need a celebrity endorsement at all.
Minister MB Patil Defends the Strategy
Responding to the criticism, Karnataka's Minister for Commerce, Industries, and Infrastructure MB Patil defended the move, stating that the decision was made after comprehensive consultation with marketing experts. He explained that while KSDL respects the Kannada film industry, the aim is to expand the brand’s reach beyond Karnataka.In a social media post, Patil wrote, “Mysore Sandal has very strong brand recall within Karnataka, which will be further strengthened. However, the intent is also to aggressively penetrate markets beyond Karnataka.” He emphasized that the selection was a strategic decision based on factors such as availability, social media presence, alignment with the brand, and marketing potential. Patil further noted, “Our vision is for KSDL to achieve an annual revenue of Rs 5,000 crore by 2028.”
Pro-Kannada Groups and Industry Voices React
Pro-Kannada organizations and several voices from the Kannada film industry strongly opposed the decision. Director Kavita Lankesh questioned the preference for what she described as the “milky beauty” standard, calling it outdated and unfair to the diverse talents within the state. “Why are we paying Rs 6 crore of taxpayer money to someone like Tamannaah? We have nothing against her, but aren’t there actors in Kannada cinema who fit the bill?” she asked.Groups like Yuva Karnataka Vedike and Karnataka Rakshana Vedike threatened to organize protests, labeling the decision as an "insult" to local talent. Roopesh Rajanna from Yuva Karnataka Vedike announced plans to demonstrate in front of the Mysore Sandal Soap factory.
Cultural Significance of Mysore Sandal Soap
Mysore Sandal Soap holds historical significance in Karnataka. First produced in 1916 under the rule of King Krishna Raja Wadiyar IV, it has long been a symbol of the state's heritage. The soap is manufactured by Karnataka Soaps and Detergents Limited (KSDL), a government-owned enterprise.Despite the brand's deep-rooted legacy in the state, officials from KSDL highlighted the importance of expanding market reach. They also mentioned that some prominent Kannada actresses, including Deepika Padukone, Rashmika Mandanna, and Pooja Hegde, could not be approached due to existing brand associations.
