Is Karnataka Overlooking Local Talent?
BENGALURU : The Karnataka government’s announcement appointing actress Tamannaah Bhatia as the brand ambassador for Mysore Sandal Soap has ignited a social media storm, with many Kannadigas questioning the move and demanding why a local actress was not chosen to represent one of the state’s most iconic products.
The controversy began after a government notification and an official post on the X (formerly Twitter) handle of Mysore Sandal Soap declared Tamannaah as the new face of the century-old brand. As per the notification, the actress will be paid ₹6.20 crore for a two-year contract.
The backlash was swift and sharp. Netizens questioned not only the selection of a non-Kannada actress but also whether the decision undermines the rich cultural and artistic talent pool in the Kannada film industry.
“This soap has a legacy and decades of loyal customers. I don’t understand what Tamannaah brings to the table or how much she’ll actually improve the business—she’s not a household name across Karnataka, forget India,” one user posted.
Another tweet read, “#BoycottTamannaah — Mysore Sandal Soap is the pride of Karnataka. Doesn’t the Kannada industry have good actresses?” Some even questioned whether Tamannaah could speak Kannada, sarcastically asking, “You need a girl from Punjab to sell your soap?”
The criticism extended beyond social media. Several activists and cultural voices, including Narayana Gowda, President of the Karnataka Defence Forum, have urged Chief Minister Siddaramaiah to revoke the appointment. “This is an unwise, absurd, unethical and irresponsible decision,” he stated. “There are many talented and popular Kannada actresses who could have represented the cultural identity of Karnataka more authentically.”
Gowda’s sentiments echo those of many who see the soap brand not just as a consumer product, but as a cultural artifact born in the heart of Karnataka. The legacy of Mysore Sandal Soap dates back to 1916 when the Government Sandalwood Oil Factory was established under the patronage of King Krishna Raja Wadiyar IV and visionary Diwan Sir M. Visvesvaraya. The first bar of Mysore Sandal Soap was manufactured in 1918 and has since become synonymous with the heritage of Karnataka.
Government’s Defense
Amid mounting criticism, Karnataka’s Minister for Commerce & Industries and Infrastructure, MB Patil, offered a detailed defense. “We evaluated several well-known celebrities including Deepika Padukone, Rashmika Mandanna, Pooja Hegde, and Kiara Advani. Tamannaah was selected based on her pan-India appeal, cost-effectiveness, and substantial digital footprint of over 28 million followers,” he explained.
Patil emphasized that the aim was to take the brand beyond Karnataka’s borders. “Mysore Sandal already has strong brand recall in Karnataka. The intention is now to expand nationally and even globally. The pride of Karnataka can also be a jewel of the nation,” he said.
In response to users suggesting local stars like Rukmini Vasanth, Pranitha Subhash, or Ashika Ranganathan, Patil acknowledged their talent but clarified that the decision was a strategic one made by the Karnataka Soaps and Detergents Limited (KSDL) board after consulting marketing experts.
“Our vision is for KSDL to reach ₹5,000 crore in annual revenue by 2028. To do that, we must think beyond regional lines,” he added, while affirming KSDL’s “deepest respect” for the Kannada film industry.
A Larger Debate
This development has once again brought to the fore the ongoing debate about representation, cultural identity, and the commercialization of heritage brands. While some argue that expanding brand presence nationally is a pragmatic step, others believe that cultural icons like Mysore Sandal Soap should remain rooted in the local ethos.
With a storm of social media opinions, political appeals, and public sentiment in flux, the brand now finds itself at a crossroads—balancing heritage with ambition.
Whether this strategic bet on Tamannaah pays off in the long run remains to be seen, but one thing is clear: in Karnataka, Mysore Sandal Soap is more than just a bar of soap—it’s a symbol of identity, and who represents it matters deeply.
