Karnataka’s ₹6.2 Crore Deal With Tamannaah Bhatia For Mysore Sandal Soap Faces Ire Over Kannada Actor Snub

Actor Tamannaah Bhatia has been appointed as the brand ambassador for Mysore Sandal Soap by the Karnataka government under a ₹6.20 crore deal spanning two years.

The decision, however, has sparked criticism, with many questioning why a Kannada actor was not selected for the role.

Photo Credit: PTI

MB Patil, Karnataka's Minister for Commerce & Industries and Infrastructure, has since defended the move.

On Thursday, a government notification confirming Tamannaah's appointment began circulating online. It specified that she would receive ₹6.20 crore for endorsing the brand over the next two years, as reported by Money Control.

For context, Mysore Sandal Soap has been in production since 1916, following the establishment of a government-operated soap factory in Bengaluru by King Krishna Raja Wadiyar IV of Mysore.

The soap, manufactured by Karnataka Soaps and Detergents Limited (KSDL), holds strong cultural value in the state.

Netizens question absence of Kannada actor

Soon after the news broke, users on X (formerly Twitter) voiced discontent over the decision, asking why a Kannada actor wasn't selected. One user asked, "Many Kannada actress itself were there why pay for an outsider," while another questioned, "why not our own Rukmini Vasanth?" A third user suggested, "Why not Pranita? Her homely looks and native Kannada speaker & also well known face in Telugu states & TN along with Karnataka."

Others proposed names like Rashmika Mandanna and Srinidhi Shetty, stating, "we had many Kannada actress. should have given them the opportunity to present home brand @iamRashmika @SrinidhiShetty7."

Minister responds

In response to a query about why a Kannada actor like Ashika Ranganathan wasn't chosen, MB Patil tweeted, "KSDL has deepest respects and regards for Kannada Film Industry. Some Kannada Movies are giving competition to even Bollywood movies. Mysore sandal has a very good brand recall within Karnataka. Which shall be strengthened."

He elaborated further, saying, "However the intent of Mysore Sandal is to also penetrate markets beyond Karnataka Aggressively. The pride of Karnataka is also a Jewel of the Nation. Hence it's an independent strategic decision of the PSU board after consulting various marketing experts."

Defending the selection of Tamannaah Bhatia, Patil explained, "To choose a brand ambassador it takes a lot of deliberation and also considerations like 1) Availability for any given category (If they have a non-compete agreement) 2) Social media presence 3) Most importantly coherence with the brand, product and Target Audience 4) Marketing fit and Reach. Our Vision is for KSDL to touch 5000Cr Annual Revenue by 2028."