Tamannaah Bhatia has officially taken on her role as the brand ambassador for Karnataka Soaps and Detergents Limited (KSDL). She will now endorse the company’s flagship product, Mysore Sandal Soap. The announcement was made at a Bengaluru event and quickly triggered strong reactions online.
At the launch, Tamannaah unveiled 57 KSDL products, including the iconic Mysore Sandal Soap. The brand has long been seen as a symbol of Karnataka’s heritage. New advertisements featuring the actor were also released during the event.
Speaking at the ceremony, Tamannaah Bhatia expressed her admiration for the brand. She said, “Mysore Sandal Soap is not just a soap. It is deeply associated with emotions, childhood memories and nostalgia. It represents a perfect blend of purity and authenticity. Mysore Sandal Soap holds a special place in people’s hearts, and I consider it a privilege to be associated with this institution as its brand ambassador.”
However, the appointment soon became a topic of debate on social media. Many users questioned why a non-Kannadiga was selected over actresses from Karnataka.
Minister Explains Why Tamannaah Bhatia Was Chosen As KSDL Ambassador
MB Patil (Cabinet Minister for Large And Medium Industries and Infrastructure Development) addressed the criticism while speaking to the press. He defended the selection and explained how the decision was made.
He said, “Months before, I had categorically clarified why Tamannaah Bhatia was selected as the brand ambassador. It was a committee headed by Rajinikanth and others. They went through 5-6 names, of which 2-3 were from Karnataka. However, they had endorsed other products. If you endorse Lux, you cannot be the ambassador here.”
The Minister stressed that the move was based on business factors rather than politics. He added, “This is purely a business decision taken by the KSDL committee. Doing politics in this doesn’t help. If somebody has endorsed three of the actresses of Karnataka, Deepika Padukone and another actress. One has her own brand, and another has endorsed another brand. After all this consideration, she was selected on merit by the committee.”
Despite this clarification, online criticism continued. Many users said a Kannada actor would have been a more natural choice for a brand so closely linked to Karnataka’s identity.
Social Media Reactions And Ongoing Debate
Social media platforms such as X and Instagram saw a flood of mixed reactions. Some users expressed disappointment. Others debated the broader issue of celebrity endorsements.
A few comments focused on the advertisements. Some users felt the visuals looked too glamorous, comparing them to film posters. Others criticised the styling, pointing out that Tamannaah was not dressed in traditional Mysore silk while promoting a heritage product.
The controversy also revived earlier suggestions from netizens. Names like Rukmini Vasanth were mentioned again. Several users also referred to well-known Karnataka-born stars, including Aishwarya Rai Bachchan, Deepika Padukone and Anushka Sharma. Many argued that these actresses would have been fitting representatives for Mysore Sandal Soap.
