Tamannaah Bhatia Or Kannada Pride? Mysore Sandal Soap Move Sparks Row
Right at the center of this row is Mumbai-born Bollywood actress Tamannaah Bhatia, who has been made the brand ambassador the Mysore Sandal soap.
The original Mysore Sandal soap was produced in 1916. Almost 110 years on, there has been a political and cultural controversy in Karnataka about who gets to be the primary endorser of the legendary soap brand. At the center of the controversy is Mumbai-born Bollywood actor Tamannaah Bhatia, appointed as the brand ambassador of Karnataka Soaps and Detergents Limited (KSDL), the state-owned company that produces Mysore Sandal Soap.
The Congress government of Karnataka has appointed Ms Bhatia for a reported fee of ₹6.2 crore under a two-year contract. The decision has invited caustic criticism from activists, pro-Kannada outfits, and opposition leaders, with the Bharatiya Janata Party (BJP) challenging the government on this action.
The row has also fueled an argument over regional identity and representation. The critics say the government should have opted for a Kannada actress to play a character for a brand steeped in Karnataka’s cultural heritage.
Political Fallout
Activists have officially written to Chief Minister Siddaramaiah, urging that the appointment be canceled. In an open letter, Narayana Gowdru, State President of the Karnataka Defence Forum, called the decision “unethical, irresponsible and disconnected from the sentiments of Kannadigas.”
Mr Gowda asserted that Mysore Sandal Soap, established in 1916 by the then Maharaja of Mysore, Krishnaraja Wodeyar, has a heritage which should have been serviced by someone who is organically linked with Karnataka. The Rs 6.2 crore spent on the endorsement, he suggested, could have better been utilized on social welfare activities like education, healthcare, or employment.
“There are several good and popular Kannada actresses in Karnataka. If they had been made brand ambassadors, they would have been more closer to the hearts of Kannadigas and would have promoted local artists. But the Karnataka government and Mysore Soaps Company have overlooked Kannada actresses and selected a Bollywood actress, which hurts the feelings of Kannadigas. A company that embodies the cultural identity of Karnataka should have given top priority to local talents,” his letter stated. Government’s Defence
Defending the government, Karnataka Minister for Large and Medium Industries MB Patil stated that the move was taken after the decision was made keeping in mind the opinion of marketing gurus. According to the minister, the aim was to increase the market of Mysore Sandal Soap outside Karnataka and make it a national and international brand.
“We considered a few of the biggest celebrities such as Deepika Padukone, Rashmika Mandanna, Pooja Hegde, and Kiara Advani,” Mr Patil explained. “Tamannaah was chosen considering her pan-India popularity, affordability, and her huge online presence of more than 28 million followers.”
Mr Patil explained that although Mysore Sandal has high recall of brand within Karnataka, the government is planning to increase KSDL’s turnover manifolds to Rs 5,000 crore of revenue by 2028.
