Why Tamannaah, Why Not Pooja Hegde Or Rashmika?: BJP Leader Questions Cong Over Mysore Sandal Deal

The Karnataka government's decision to rope in popular film actress Tamannaah Bhatia as the brand ambassador for the iconic Mysore Sandal Soap has triggered a fresh political and cultural debate in the state, with the BJP launching a sharp attack on the ruling Congress over what it calls an "anti-Kannada" move.

The controversy erupted after pictures of Tamannaah Bhatia endorsing products manufactured by the state-owned Karnataka Soaps and Detergents Limited (KSDL) went viral on social media. The actress has been appointed as the brand ambassador for a two-year tenure, which officially begins on Tuesday. KSDL, a government enterprise with a legacy spanning over a century, is best known for its flagship product, Mysore Sandal Soap, a brand closely associated with Karnataka's heritage and identity.

Announcing the association, Karnataka's Minister for Large and Medium Industries MB Patil described the move as part of a larger transformation plan for KSDL. Sharing a photograph with Tamannaah, Patil highlighted the company's historical roots, noting that KSDL was founded under the vision of Maharaja Nalwadi Krishnaraja Wadiyar. He said the company is now stepping into a "transformative new phase" with a refreshed brand identity for Mysore Sandal Soap.

According to the minister, the appointment of Tamannaah Bhatia is aimed at strengthening KSDL's national and global presence. The government has outlined an ambitious roadmap focusing on digital marketing, innovation, and export expansion, particularly targeting markets in North India. The larger goal, Patil said, is to take KSDL's turnover to ₹5,000 crore by 2030, positioning the heritage brand as a global player.

However, the decision did not go down well with sections of the opposition. Karnataka BJP leader and former minister K Sudhakar strongly criticised the Congress government, questioning why Kannada-origin actresses were overlooked for the role. In a strongly worded statement, Sudhakar asked why well-known Karnataka-based actresses such as Pooja Hegde, Rashmika Mandanna, Srinidhi Shetty, Rukmini Vasanth or even Ramya were not considered for endorsing a brand that is deeply rooted in the state's identity.

Sudhakar alleged that the Congress government had chosen "a film actress from another state and another language" despite the availability of several Kannada actresses who enjoy pan-Indian popularity. He claimed that paying "crores of rupees" to an outsider while ignoring local talent reflected what he described as the Congress party's "anti-Kannada mindset". He further stated that Mysore Sandal Soap is not just a commercial product but a symbol of Karnataka's pride, and sidelining Kannada actresses amounted to an insult to both local talent and the brand's legacy.

The BJP leader also praised Kannada actresses who have found success across multiple film industries, saying they have carried the "flag of Kannada pride" at national and international levels. According to him, ignoring such talent in favour of a non-Kannada actress was a "grave dishonour" to Karnataka and its cultural identity, and he warned that "Kannadigas will never forgive" the Congress for what he termed a betrayal.

However, Sudhakar's remarks have themselves drawn criticism, with many on social media and in political circles accusing the BJP of selective outrage. Critics pointed out that when the BJP was in power in Karnataka, several Telugu film actors had attended government-organised events and were associated with state initiatives. Some also highlighted Sudhakar's own proximity to Telugu cinema personalities, including his public interactions with actors like Junior NTR, questioning the consistency of his current stance.

Supporters of the government argue that brand endorsements are marketing decisions driven by reach and recall rather than linguistic identity alone. They point out that Tamannaah Bhatia enjoys a strong fan base across South India and North India, making her a strategic choice for KSDL's expansion plans beyond Karnataka.