Karnataka govt faces flak for choosing Tamannaah Bhatia as the face of Mysore Sandal Soap

Why Tamannaah Bhatia is facing flak over Mysore Sandal Soap

Pan-India actor Tamannaah Bhatia, who has been basking in the success of her dance numbers more than acting stints, has found herself at the centre of a controversy after she was chosen as the new face of the iconic Mysore Sandal Soap. She was roped in as the brand ambassador by the Karnataka government, whose decision, however, sparked criticism from some quarters, with many questioning why a Kannada actor was not chosen to represent instead.

Netizens react to Tamannaah as Mysore Sandal Soap's face

One user wrote, "This soap has a legacy and decades of loyal customers. I don't understand what Tamanna brings to the table or how much she'll actually improve the business - she's not a household name across Karnataka, forget India."

"A classic case of intentional miscasting, choosing a brand ambassador who neither aligns with nor understands the legacy they're meant to represent," added another.

One user commented, "What happened to Kannadiga pride!? Getting a Sindhi woman from Mumbai to be the face of Mysore Sandal! Hypocrites!!!!"

Why was Tamannaah chosen?

Following the backlash, Large and Medium Industries Minister MB Patil stated that "the decision was made considering the actress's wide appeal, strong digital presence, and her ability to connect with the younger generation."

"Our target is to reach Rs 5,000 crore in sales by 2030, and in this context, a strong marketing strategy becomes vital. This appointment was made based on recommendations from marketing experts," he highlighted.

"Other leading celebrities such as Deepika Padukone, Rashmika Mandanna, Pooja Hegde, and Kiara Advani were also considered. However, after evaluating factors like ongoing brand endorsements, availability, and associated costs, Tamannaah was selected for her strong pan-India appeal, reasonable engagement terms, and remarkable digital reach with over 28 million followers," Patil said.

Meanwhile, on the acting front, Tamannaah will be seen sharing screen space with Sidharth Malhotra in folk thriller 'VVAN,' which is set to be released in theatres on May 15, 2026. As per the makers, VVAN is set in the deep forests of Central India and is described as a mix of ancient legends, hidden temples, and adventure. It has been shot in real forest locations.