The Karnataka government has chosen actor Tamannaah Bhatia as the face of its iconic Mysore Sandal Soap, signing her on for a two-year endorsement deal worth ₹6.2 crore. While the announcement made headlines on Thursday, it also stirred a hornet’s nest on social media — with many questioning why a non-Kannada actor was picked to represent a legacy brand rooted in Karnataka’s cultural identity.
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A government-issued notification naming Tamannaah as the brand ambassador began circulating online, confirming the actor’s appointment and the compensation she will receive — a figure verified by Moneycontrol.
However, the decision didn’t sit well with a large section of the public, especially on X (formerly Twitter), where users expressed disappointment over the exclusion of local talent. One user bluntly asked, “Many Kannada actresses are there — why go for someone from outside?” Another suggested, “Rukmini Vasanth would’ve been a perfect fit,” while someone else proposed, “Why not Pranitha? She’s a native Kannada speaker and familiar across South India.” Others dropped names like Rashmika Mandanna and Srinidhi Shetty, arguing that homegrown stars should be given the platform to represent Karnataka’s heritage brands.
In response to the criticism, Karnataka’s Minister for Commerce & Industries, M.B. Patil, stood by the decision, indicating that the move was strategic and aimed at broader brand visibility — though further details on the reasoning have not yet been officially shared.
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As the debate plays out online, the government’s choice continues to divide opinion — between those calling for local representation and those who view the move as a savvy marketing decision to widen the brand’s reach.
