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The appointment of actor Tamannaah Bhatia as the brand ambassador for Mysore Sandal Soap has triggered criticism across Karnataka, with many raising concerns about the representation of regional identity in the branding of the state-owned product. However, this is not the first time Karnataka Soaps and Detergents Limited (KSDL) has chosen a non-Kannadiga celebrity to promote its flagship product.
Tamannaah, who does not have roots in the Kannada film industry, was signed under a ?6.2 crore contract for a period of two years. The move, aimed at expanding the reach of Mysore Sandal Soap to newer markets, has led to protests from Kannada organisations and strong reactions from political leaders. They argue that a brand with deep cultural ties to Karnataka should be represented by someone associated with the state’s language and film industry.
This is not an unprecedented move by KSDL.
In 2006, the company signed Indian cricketer Mahendra Singh Dhoni for an endorsement deal worth ?80 lakh. At the time, Dhoni was emerging as a popular figure in Indian cricket but had no connection to Karnataka. The campaign was intended to give the brand a national image. However, the partnership was short-lived. In 2007, KSDL terminated Dhoni’s contract citing his inability to meet promotional commitments. A legal dispute followed, which Dhoni won in 2012. The episode highlighted the challenges of using national icons for regional heritage products.
In the years that followed, KSDL continued to experiment with celebrity endorsements. Actors such as Mugdha Godse and Parvati Nair were later brought on board, neither of whom are from Karnataka. These deals, however, did not face the same level of public scrutiny or political opposition as the current appointment of Tamannaah.
Mysore Sandal Soap, which was launched in 1918, has long been seen as a symbol of Karnataka’s identity. The soap traces its origins to a sandalwood oil factory set up in 1916 by the then Maharaja of Mysore, Nalwadi Krishnaraja Wodeyar, along with Diwan Sir M Visvesvaraya. Since then, the brand has become a household name in South India and continues to be manufactured by KSDL, a state government undertaking.
In response to the ongoing criticism, Karnataka’s Minister for Commerce & Industries, MB Patil, defended the decision. He said that the endorsement was a result of business considerations and market strategy rather than linguistic or regional preferences. According to Patil, KSDL aims to scale its operations nationally and eventually internationally, and appointing a celebrity with a pan-India presence aligns with those goals.
Patil further pointed out that only 18 per cent of KSDL’s products are sold within Karnataka, while the remaining 82 per cent are distributed across other southern states. He added that the selection of Tamannaah was based on factors such as her market reach, digital presence, availability, and relevance to the brand’s future positioning.
KSDL’s board, in consultation with marketing experts, approved the appointment as part of a broader plan to increase visibility and target higher revenues. The company has set a target to achieve ?5,000 crore in annual revenue by 2028.
As of now, Tamannaah and her team have not commented on the issue. While the backlash continues, the company maintains that its marketing decisions are driven by trade objectives rather than cultural symbolism.
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