The Karnataka government has appointed popular Bollywood and South Indian actress Tamannaah Bhatia as the new brand ambassador for the iconic Mysore Sandal Soap. The two-year deal is valued at Rs 6.20 crore. The announcement was made official by the state government on May 22, 2025.
Mysore Sandal Soap’s Rich Heritage
Mysore Sandal Soap, a product deeply rooted in Karnataka’s history, has been in production since 1916. It was launched during the reign of King Krishna Raja Wadiyar IV, who established the government-run soap factory in Bengaluru. The brand is managed by Karnataka Soaps and Detergents Limited (KSDL), a state-owned enterprise.
Social Media Criticism Over Ambassador Choice
Despite the brand’s local legacy, the choice of Tamannaah Bhatia, who is not a native Kannada actress, sparked significant criticism online. Many social media users expressed disappointment that a local Kannada actor was not selected to promote a brand considered a pride of Karnataka. Some suggested popular Kannada actresses like Rukmini Vasanth, Pranitha, Rashmika Mandanna, and Srinidhi Shetty should have been chosen, emphasizing their local roots and popularity.
Karnataka Minister MB Patil Responds
In response to the backlash, Karnataka’s Minister for Commerce, Industries, and Infrastructure, MB Patil, explained that KSDL respects the Kannada film industry and that some Kannada films compete successfully with Bollywood. He stated that Mysore Sandal Soap is a symbol of pride not only for Karnataka but for India as a whole. The decision to appoint Tamannaah was strategic, aimed at expanding the brand’s reach beyond Karnataka. The PSU board’s decision considered factors such as availability, social media influence, brand alignment, and market fit.
MB Patil also shared the vision for KSDL to achieve an annual revenue target of Rs 5,000 crore by 2028.
Tamannaah Bhatia’s Recent Projects
On the work front, Tamannaah was last seen in the movie Odela 2, released on April 17, 2025. She has also appeared in the Hindi comedy horror film Stree 2, which was a commercial success, and made a special appearance in Raid 2.
