Popular actress Tamannaah Bhatia has been chosen as the brand ambassador for Mysore Sandal Soap, a product made by Karnataka Soaps and Detergents Limited (KSDL), a government-run company. She will represent the brand for two years and two days and will be paid ₹6.2 crore for her role.
The Karnataka government announced this decision in an official order on Wednesday. However, the choice has led to criticism from some people, especially on social media. Many questioned why a non-Kannadiga actress was chosen to promote a product that is so closely tied to Karnataka’s culture.
One user on X (formerly Twitter) asked, “When local Kannada young actresses like Ashika Ranganath could be taken as brand ambassador, why appoint and promote Hindi ones?”
Responding to the backlash, M.B. Patil, the Minister for Commerce and Industries, said that the decision was strategic. He explained that the goal is to help Mysore Sandal Soap reach markets outside Karnataka. Patil added that the company already has strong support within the state, so it wants to expand its reach nationwide.
He further said KSDL’s board made the choice after discussions with marketing experts, and it was based on many factors, such as the ambassador’s popularity, social media presence, and ability to connect with a wider audience.
Calling Mysore Sandal Soap a “symbol of Karnataka’s pride and a jewel of the nation,” Patil said that this appointment is part of a plan to grow the brand’s recognition across India.
While the move has sparked debate, it also shows how companies are making marketing decisions to balance local identity with national appeal.