Tamannaah Bhatia’s appointment as the brand ambassador for Karnataka Soaps and Detergents Limited (KSDL)-backed Mysore Sandal Soap has stirred significant controversy, particularly regarding regional identity and representation. Many, including actor-politician Ramya (formerly known as Divya Spandana), voiced concern over the decision to select a “non-Kannadiga” celebrity during a time when the state is fighting to preserve Kannada pride.
Ramya on Tamannaah being appointed Mysore Sandal Soap’s brand ambassador
Taking to X (formerly Twitter) and Instagram, Ramya questioned both the timing and necessity of the move. She wrote, “Appreciate the intent to revive KSDL, but the execution seems like an eyewash. Even from a business standpoint, especially when the company is dwindling, Mysore Sandal Soap is iconic and carries a huge legacy. It doesn’t need a brand ambassador — think Amul, Apple, Dove, Amazon.”
Ramya argued that the choice alienated loyal Kannadiga consumers, stating, “By taking a non-Kannadiga as a brand ambassador to target the consumer market in the North, they have alienated their own people — the core, loyal Kannadiga base. It fails us, especially at a time when we’re fighting to retain our Kannada pride.”
On fair skin and the stereotype of beauty
She also criticized the fairness stereotype perpetuated by the endorsement, saying, “Women have fought for centuries — from voting rights to unrealistic beauty standards, skincare expectations, and equal pay — and here we are, still being told that fair skin is aspirational. Mysore Sandal Soap’s strength lies in its relatability. Clearly, those involved are out of touch.”
Additionally, Ramya posted a screengrab from an opinion piece she penned for The Times of India, where she wrote, “The outrage isn’t directed at Tamannaah — she’s simply a celebrity doing her job. The real issue lies with us. It’s about a state-owned enterprise overlooking the deep, organic bond it already shares with its people.”
The controversy comes in the wake of reports that Tamannaah signed a ₹6.2 crore contract with the Karnataka government to represent Mysore Sandal Soap over a two-year period. While some fans welcomed the glamorous facelift for the brand, many questioned why a prominent Kannada star wasn’t considered for the role instead.
Responding to the criticism, MB Patil, Karnataka’s Minister for Commerce, Industries, and Infrastructure, defended the move. He stated that Tamannaah was chosen to help expand the brand’s appeal beyond Karnataka and reach wider national markets.
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