Netizens slam Karnataka govt over Tamannaah's Rs 6.2 cr deal

The Karnataka government has signed Bollywood and South Indian film star Tamannaah Bhatia

as the new brand ambassador for the iconic Mysore Sandal Soap in a two-year agreement worth Rs 6.20 crore.This move has sparked sharp criticism online, with many social media users questioning why a local Kannada actor was not chosen to promote the product.Tamannaah's deal with the sandal soap brandThe announcement, made via an official notification from the state government on Thursday (May 22), quickly spread across the internet. According to a Moneycontrol report, the deal will see Tamannaah promoting the heritage brand for the next two years.

The product, which has deep roots in Karnataka’s cultural fabric, has been in production since 1916. It was launched under the reign of King Krishna Raja Wadiyar IV, who established a government-run soap factory in Bengaluru. The brand is currently operated by Karnataka Soaps and Detergents Limited (KSDL), a state-run enterprise.Social media backlashDespite its local legacy, the decision to choose a non-Kannada actor has stirred widespread disapproval on social media platform X (formerly Twitter). Users voiced disappointment that a local face was not selected to represent a product considered the pride of Karnataka. “Many Kannada actresses were available—why pay for an outsider?” one user remarked. Another questioned, “Why not our own Rukmini Vasanth?” One social media user wrote, “Why not Pranitha? Her homely looks, native Kannada fluency, and popularity across Telugu states, Tamil Nadu, and Karnataka make her a great fit.”

Another reacted, “We have many Kannada actresses. The opportunity to represent this homegrown brand should have been given to them. @iamRashmika @SrinidhiShetty7.”Karnataka Minister MB Patil's official statementMB Patil, Karnataka’s Minister for Commerce, Industries, and Infrastructure, has now responded to the backlash. Addressing the issue on social media, he stated: “KSDL has the deepest respect and regard for the Kannada film industry.

Some Kannada films are even competing with Bollywood movies. Mysore Sandal has very strong brand recall within Karnataka, which will be further strengthened. However, the intent of Mysore Sandal is also to aggressively penetrate markets beyond Karnataka.

The pride of Karnataka is also a jewel of the nation. Hence, it’s an independent strategic decision of the PSU board, made after consulting various marketing experts. Choosing a brand ambassador involves a great deal of deliberation and considerations such as: Availability for the category (in case of non-compete agreements) Social media presence Most importantly, alignment with the brand, product, and target audience Marketing fit and reach. Our vision is for KSDL to achieve an annual revenue of ₹5,000 crore by 2028.”Tamannaah's work front

On the work front, Tamannaah was last seen in 'Odela 2', which was released in theatres on April 17.