Tamannah’s Endorsement Deal for Mysore Sandal Sparks Controversy in Karnataka

The appointment of Bollywood actress Tamannah Bhatia as the brand ambassador for the historic Mysore Sandal Soap has ignited a political and cultural controversy in Karnataka. The soap, manufactured by the state-run Karnataka Soaps and Detergents Limited (KSDL), has a legacy spanning over a century. The Karnataka government has finalized an agreement with Tamannah Bhatia for the promotional campaign, agreeing to pay ₹6.2 crore for a two-year contract.

The move has drawn criticism from Kannada organizations, local activists, and opposition parties who argue that a local Kannada actress should have been chosen to represent the culturally significant brand. They assert that Mysore Sandal Soap, which forms part of Karnataka’s cultural heritage, should be endorsed by someone who reflects the regional identity.

In a letter addressed to Chief Minister Siddaramaiah, Karnataka Rakshana Vedike state president Narayana Gowda demanded that the appointment be cancelled immediately. “This decision is unethical and irresponsible. It has deeply hurt the sentiments of Kannadigas. Mysore Sandal Soap, launched in 1916 by then Maharaja of Mysore Krishnaraja Wadiyar, carries a rich legacy,” Gowda stated. He further alleged that the selection of a Bollywood actress was an insult to artists from Karnataka.

However, Karnataka Industries Minister M. B. Patil rejected these criticisms. He clarified that the decision was made after consultations with marketing experts. “Our aim is to elevate Mysore Sandal Soap’s reach beyond Karnataka, and promote it at both national and international levels. We considered several names including Deepika Padukone, Rashmika Mandanna, Pooja Hegde, and Kiara Advani. Tamannah was chosen based on her pan-India appeal, lower endorsement fee, and social media following of over 28 million,” the minister explained.