The Karnataka government’s decision to appoint actress Tamannaah Bhatia as the brand ambassador for the iconic Mysore Sandal Soap has sparked controversy, with prominent actor and former MP Ramya (Divya Spandana) questioning the move for sidelining local representation.
Taking to X (formerly Twitter) and Instagram, Ramya said the appointment of a ‘non-Kannadiga’ as the face of a culturally significant brand during a time when Karnataka is fighting for its Kannada identity is disappointing. “Appreciate the intent to revive KSDL, but the execution seems like an eyewash,” she wrote. Highlighting that legacy brands like Amul and Apple have thrived without celebrity endorsements, she added, “Mysore Sandal Soap doesn’t need a brand ambassador.”
Ramya further criticized the attempt to appeal to northern markets at the cost of alienating Kannadiga consumers. “By choosing a non-Kannadiga, they’ve distanced the brand from its loyal consumer base,” she said, emphasizing that the decision comes at a sensitive time when Kannada pride is under discussion.
She also pointed to deeper issues around colorism and beauty ideals, remarking, “Women have fought long and hard against unrealistic beauty standards. This choice once again promotes fair skin as the ideal.”
Clarifying that the backlash isn’t personal, Ramya stated in a TOI opinion piece: “The outrage isn’t against Tamannaah – she’s just doing her job. It’s about a state enterprise turning its back on the organic connection it has with Kannadigas.”
Tamannaah Bhatia’s ₹6.2 crore deal for a two-year endorsement has faced public criticism ever since its announcement. In response, Karnataka’s Commerce & Industries Minister MB Patil defended the move, stating it was aimed at expanding the brand’s reach beyond the state.
Despite the explanation, voices like Ramya’s have intensified the debate around cultural representation and the role of local icons in state-backed branding.
