Milky Beauty Tamannaah Bhatia, while continuing her busy schedule across Telugu, Tamil, and Bollywood films, has recently encountered unexpected controversy. Her latest film, Odela 2, which saw her in a challenging Aghora role, released on April 17, 2025, and subsequently premiered on OTT on May 8, 2025 (Amazon Prime Video). However, the actress is now facing significant criticism from the Kannada audience, particularly regarding her recent appointment as the brand ambassador for Mysore Sandal Soap.
The Karnataka government’s decision to select Tamannaah as the face of the iconic Mysore Sandal Soap, manufactured by Karnataka Soaps and Detergents Limited (KSDL), has ignited a major row. It is reported that Tamannaah will be paid ₹6.2 crores for this endorsement deal. This move has drawn severe backlash from Kannada people, local pro-Kannada groups, and opposition political parties, who question why a non-Kannadiga actress was chosen to represent a brand deeply rooted in Karnataka’s cultural heritage.
In response to the growing criticism, KSDL officials have defended their choice, explaining that Tamannaah, as a pan-India celebrity, possesses the widespread appeal necessary to expand Mysore Sandal Soap’s reach. They highlighted her experience as a brand ambassador for other beauty and skincare brands, along with her substantial social media following of over 2.8 crore, which they believe will be instrumental in promoting the brand nationally and internationally. This strategic move aims to boost KSDL’s turnover significantly.
However, these explanations have largely fallen on deaf ears within the Kannada communities. They argue that appointing an actress from outside the state, especially when there are many talented Kannada actors available, hurts their regional sentiments and is perceived as an anti-state government decision. Reports suggest that letters have even been written to the Chief Minister, demanding the immediate cancellation of the agreement with Tamannaah. This escalating controversy has now become a hotly debated topic across Karnataka, raising important questions about cultural representation in brand endorsements.