'Why Tamannaah?': Row over Mysore Sandal Soap's new brand ambassador continues; Karnataka govt says its 'purely business decision'

Many, including Opposition MP, question government's decision to pick Tamannaah over Kannada actors to represent the iconic brand; Minister M B Patil says decision made considering that Mysore Sandal sales are not limited just to Karnataka

The controversy that started nearly a year ago when Tamannaah Bhatia was named the brand ambassador of Karnataka Soaps and Detergents Ltd (KSDL), the makers of the famed Mysore Sandal Soap, has refused to die down even as the Mumbai-born actor took charge of the role on February 10, with Opposition leaders and some Kannada groups questioning the choice for one of the State’s most iconic brand.

The government defended its choice, saying Tamannaah was selected based on merit and business considerations.

As part of efforts to strengthen the market presence of products manufactured by the state-owned KSDL, which has a legacy of more than a century, the two-year tenure of Tamannaah as the company's brand ambassador started on February 10.

At an event held in Bengaluru, the multilingual actor unveiled 57 products of the company, including Mysore Sandal Soap, which has now been introduced in a refreshed and contemporary packaging. Several advertisements featuring Tamannaah were also released on the occasion.

Several people took to X criticising the State government's decision to choose Tamannaah over Kannada actors to represent the brand.

BJP MP for Chikkaballapur and former Minister K Sudhakar sought to know, "Couldn't the traitorous Congress government in the State find Kannada film stars?"

In a post on X, he said, "Although many stars from our own Karnataka were eligible to be appointed as brand ambassadors for Karnataka's famous international brand Mysore Sandal Soap, a film actress from another state, from another language has been appointed as the brand ambassador by paying crores of rupees. This is yet another proof of the Congress party's anti-Kannada mentality."

Sudhakar then listed the names of a few Kannada film stars, who, he said, are popular and in demand in other film industries. "Kannada film stars like Ramya, Rashmika Mandanna, Srinidhi Shetty, Pooja Hegde, Rukmini Vasanth and many other actresses have become popular and are in demand in the film industry of many other languages. They have raised the banner of Kannada fame at the national and international levels," the MP said.

"The Congress party's attitude of giving priority to others over actresses from our own State is not only an insult to the talents of Karnataka, but also a grave insult to the identity of Mysore Sandal Soap," he said, adding that "Kannadigas will never forgive this anti-Kannada Congress party".

Several other social media users, too, criticised the government's decision, while some supported it stating that the selection of Tamannaah for the role is justified as the soap sells more outside Karnataka than within the State. They reasoned that it has a massive market in north India.

'Sales not limited just to Karnataka'

State Industries Minister M B Patil said Tamannaah was chosen as brand ambassador based on merit, and it is purely a business decision, considering that the Mysore Sandal sales are not limited just to Karnataka.

"Six months ago, I had clarified categorically why Tamannaah Bhatia was chosen as the brand ambassador. A committee formed for this had gone through five-six names, which included two-three names from Karnataka, but they had endorsed some other product. If you endorse some other product, you cannot be a brand ambassador for this product. So they were not considered," he told reporters.

Noting that Mysore Sandal sales are only eight to 12 per cent in Karnataka, he said, "It is 18 per cent in Telangana and other States, eight per cent in north India and one per cent internationally. It is purely a business decision taken by the KSDL's committee."

The Minister also hit out at Sudhakar and said that doing politics in this does not help. "Tell Mr Sudhakar that three of the Kannada actors selected had endorsed other products, and after due consideration, selection was made based on merit by the committee," he said.

'Deepika Padukone was beyond our budget'

KSDL's announcement in May last year to appoint Tamannaah as the brand ambassador for two years by paying her Rs 6.2 crore had received similar criticism from Kannada organisations, activists and some BJP leaders.

Defending the decision, Patil had then said that Bollywood A-lister Deepika Padukone was beyond the State government’s budget. Patil had said that his department considered actors Rashmika Mandanna, Sreeleela, Pooja Hegde and Kiara Advani. “All of them were busy endorsing other brands. Deepika Padukone was not available for our budget. Plus, she has her own brand,” the Minister had said.

The Minister had said that Tamannaah has 2.8 crore followers on her social media account and was ready for a two-year lock-in period agreement with the company.