The Karnataka government has received criticism after announcing Bollywood actress Tamannaah Bhatia as the new brand ambassador for the popular Mysore Sandal Soap. Many people in the state are unhappy with this decision and feel that a local Kannada actress like Ashika Ranganath should have been chosen instead. The public is questioning why a non-Kannada actress was selected to represent a product that is deeply connected with Karnataka’s identity.
In response to the backlash, Karnataka’s Commerce and Industries Minister MB Patil clarified that the decision was made after careful planning and discussions. He said the main goal was to promote Mysore Sandal Soap not just in Karnataka, but across other states in India. Since the soap is already well-known in Karnataka, the aim is to reach a bigger market by using a popular face from the national film industry.
The minister also added that they respect the Kannada film industry and know that Kannada movies are now doing well, even competing with Bollywood. However, for this campaign, they needed someone who could attract a wider audience. According to him, Tamannaah Bhatia was selected after considering several important factors like her availability, influence on social media, overall image, and her connection with audiences across India.
Tamannaah will reportedly be paid Rs 6.2 crore for a two-year contract. The government hopes that this move will help the Karnataka Soaps and Detergents Limited (KSDL) grow further and reach its target of Rs 5,000 crore in revenue by 2028. Despite the explanation, the public debate continues, as many still feel that promoting local talent should have been the priority.