Controversy Erupts Over Mysore Sandal Soap Ad Featuring Tamannaah Bhatia

New Delhi : Mysore Sandal Soap, a heritage brand first manufactured in 1916, has become the center of a heated controversy in Karnataka nearly 110 years later. The issue arose after Bollywood actress Tamannaah Bhatia was appointed as the brand ambassador of Karnataka Soaps and Detergents Limited (KSDL), the government-owned company behind this iconic soap.

The Congress-led Karnataka government recently signed a two-year contract with Tamannaah for a reported sum of Rs 6.2 crore. While the move was intended to boost the brand’s visibility and appeal to a broader audience, it has instead ignited a fierce debate over regional identity, cultural representation, and local pride.

Critics, including pro-Kannada groups and local activists, argue that appointing a Mumbai-born Bollywood actress undermines the soap’s deep-rooted connection to Karnataka’s heritage. Mysore Sandal Soap has long been considered more than just a product; it is a symbol of Karnataka’s rich sandalwood legacy and craftsmanship. Many feel that a Kannada actress, representing the local culture and language, would have been a more authentic choice to promote the brand.

The opposition Bharatiya Janata Party (BJP) also questioned the government’s decision, highlighting that the selection of Tamannaah was insensitive to Kannada sentiments. BJP leaders stressed that Mysore Sandal Soap should celebrate Karnataka’s pride and heritage by showcasing local talent rather than outsourcing the brand’s face to a non-Kannadiga celebrity.

Supporters of the decision, however, argue that Tamannaah’s pan-Indian popularity could help Mysore Sandal Soap reach a wider market beyond the state, ultimately benefiting the brand and the sandalwood industry. They claim that celebrity endorsements from popular figures in the entertainment industry can help revive traditional brands in today’s competitive market.

Despite the debate, the controversy highlights a broader issue prevalent in many Indian states — the tension between local cultural pride and the commercial realities of branding and marketing. The Mysore Sandal Soap episode serves as a reminder of how powerful regional identities remain in India, often influencing business and political decisions.