Members of the Yuva Karnataka Vedike stage a protest condemning the appointment of actor Tamannaah Bhatia as the brand ambassador of Karnataka Soaps & Detergents Limited at the company’s Yeshwantpur factory in Bengaluru on May 23, 2025.
| Photo Credit: Sudhakara Jain
A day after Karnataka Soaps & Detergents Limited appointed actor Tammannah Bhatia as the brand ambassador of its products, the Karnataka government has come under criticism for picking a non-Kannada speaking actor for the position.
Members of the Yuva Karnataka Vedike staged a protest at the KSDL’s Yeshwantpur factory in Bengaluru on May 23, 2025, denouncing the government’s “anti-Kannada” decision. They questioned the need to select the multi-lingual actor offering her a deal worth crores of rupees, when the iconic Mysore Sandal brand had “made a profit of ₹400 crore without any celebrity names attached to it so far.” Protestors demanded that the deal be cancelled.
Ms. Tamannaah has been signed as the brand ambassador for a period of two years, for which she will be paid ₹6.2 crore.
The Mysore Sandal soap is among the iconic products from the stables of Karnataka Soaps & Detergents Limited.
| Photo Credit:
Sudhakara Jain
Minister responds
Responding to objections raised by acitivists and netizens on social media, Minister for Commerce & Industries M.B. Patil, while expressing deepest respect and regard for the Kannada language, identity and film industry, told mediapersons that when it came to business, competitiveness was a critical factor.
He described the appointment of the actor as a thoughtful and research-backed decision. “Before siging Tamannaah, we had approached Karnataka-born actors like Deepika Padukone and Rashmika Mandanna. We also approached Srileela, Pooja Hegde, and Kiara Advani,” he said.
However, since Deepika is now an entrepreneur herself, she is busy promoting her own products, and hence couldn’t come onboard. The rest have already signed up as ambassadors with other cosmetic brands, creams and soaps. They cannot take up other commitments for the next two years, they said. Thus, Tamannaah, who has 28 million followers on social media platforms, was brought in based on her pan-India influence and charisma,” he added.
Comprehensive overhaul
The minister explained the brand’s decision to use a multi-pronged strategy “to achieve our ambitious ₹5,000 crore turnover target by 2028”. In a post on X, he wrote: “We believe that what you sow is what you reap. That’s why we are sowing excellence — in products, people, processes, and partnerships… The appointment of #TamannaahBhatia as brand ambassador is a well-researched move — given her pan-India appeal, strong digital presence, and resonance with youth.”
The Minister also listed out the considerations that went into choosing a brand ambassador, including factors like availability for any given category (if they have a non-compete agreement), social media presence, coherence with the brand, product and target audience, and marketing fit and reach.
Actor Tamannaah Bhatia is popular for her performances across all South Indian languge films as well as in the Hindi film industry. KSDL, a househols name in South India, is hoping to penetrate the North Indian market.
| Photo Credit:
Sudhakara Jain
Speaking of a comprehensive and strategic overhaul of the brand, Mr. Patil hinted that Ms. Tamannaah’s appointment was part of the intent “to also penetrate markets beyond Karnataka aggressively.” The actor is popular for her performances across all South Indian languge films as well as in the Hindi film industry.
He added that the focus was to elevate Mysore Sandal brand from being the pride of Karnataka to becoming a true jewel of India. “We are pushing for a long-term, sustainable transformation. Every piece of the puzzle — from production and marketing to talent and partnerships — is being aligned with a professional, world-class approach.”
Mysuru MP objects
Mysuru MP and the scion of the erstwhile royal family Yaduveer Wadiyar termed as “deeply irresponsible and insensitive” the appointment of Tamannaah Bhatia as brand ambassador of a legacy institution..
“This iconic institution, established in 1916 under the visionary leadership of Nalwadi Krishnaraja Wadiyar, has been a source of pride for Karnataka and its people. Mysore Sandal Soap is not just a product; it is a part of our cultural identity and household heritage, especially for Kannadigas, who have supported and used these products for decades,” he wrote in a post on X.
He said the appointment of a non-Kannada actress as the face of the historic brand for a reported pay of over ₹6 crore, was “unacceptable”, displaying “a serious lapse in cultural sensitivity and accountability”. “If appointing a brand ambassador was indeed necessary, there are many respected and talented Kannada artists who could have been chosen — ones who reflect the spirit and pride of Karnataka,” he added.
“After failing to deliver on its guarantee schemes and withholding thousands of crores from the people, the Congress government must now refrain from appointing a non-Kannada actress as the brand ambassador. I strongly urge the state government to immediately cancel this appointment and save ₹6.2 crore of public money,” the MP said.
Published – May 23, 2025 01:07 pm IST
