*Tamannaah Bhatia's ₹6.2 crore deal as brand ambassador of Mysore Sandal Soap faces outrage; Karnataka government defends.*
The Karnataka government's appointment of actress Tamannaah Bhatia as the brand ambassador for Mysore Sandal Soap, in a two-year deal worth ₹6.20 crore, has ignited a public debate. The choice was met with significant backlash, particularly on social media, with many questionings why a Kannada actor was not selected for a brand deeply rooted in Karnataka's cultural heritage. Mysore Sandal Soap, produced by Karnataka Soaps and Detergents Limited (KSDL), has been a significant regional product since its inception in 1916.
Critics on platforms like X (formerly Twitter) proposed several Kannada-speaking actresses such as Rukmini Vasanth, Pranita, Rashmika Mandanna, Srinidhi Shetty, and Ashika Ranganathan, arguing that a local face would better represent the brand's identity and promote regional talent.
However, Karnataka's Minister for Commerce & Industries, MB Patil, defended the decision as a strategic move by the KSDL board, made in consultation with marketing experts. He clarified that while the Kannada film industry is highly respected, the primary objective is to expand Mysore Sandal's market reach beyond Karnataka. Patil explained that the selection criteria for a brand ambassador include availability, social media presence, brand alignment, target audience relevance, and overall marketing impact. Tamannaah Bhatia's broad recognition across various Indian states and industries was considered crucial for KSDL's ambitious goal of achieving ₹5,000 crore in annual revenue by 2028, underscoring a vision to transform Mysore Sandal Soap into a pan-Indian brand while honoring its origins.
