Actress Tamannaah Bhatia’s recent appointment as the brand ambassador for the iconic Mysore Sandal Soap has ignited a fierce controversy in Karnataka, drawing significant online trolling and criticism. Despite reports suggesting she is doing well after a personal breakup, the focus has shifted to the intense backlash surrounding her new endorsement. Many pro-Kannada voices and netizens are questioning the decision, arguing that a local Kannada heroine should have been chosen to represent this heritage brand.
Critics express their dismay, pointing out that Karnataka boasts many talented and beautiful actresses, including popular names like Rukmini Vasanth. They argue that selecting Tamannaah, a non-Kannadiga, over local talent undermines regional identity and pride associated with the century-old soap. This cultural uproar has led to protests and widespread debate across social media platforms, with users demanding why a brand deeply rooted in Karnataka’s history would opt for an “outsider.”
In response to the growing controversy, Karnataka’s Minister for Large and Medium Industries, M.B. Patil, has staunchly defended the government’s decision. He clarified that Tamannaah was chosen as part of a strategic business move to expand Mysore Sandal Soap’s market reach beyond Karnataka, aiming for a national and international presence. Patil emphasized Tamannaah’s extensive following across Telugu, Tamil, Kannada, and Hindi cinema, along with her significant social media footprint, as key factors in her selection, highlighting the goal of increasing KSDL’s (Karnataka Soaps and Detergents Limited) turnover to ₹5,000 crores by 2028.
Despite the minister’s detailed explanation and Tamannaah’s extensive experience in beauty product endorsements, the trolling and public debate continue unabated. Fans of Tamannaah have expressed disappointment over the perceived disrespect shown to a senior and established actress, who is now at the center of a heated discussion about regional representation versus global marketing strategies. The controversy underscores the sensitive balance brands must maintain when representing culturally significant products.