Overview

• Bollywood actress Tamannaah Bhatia was appointed as the brand ambassador for Mysore Sandal Soap in a two-year deal worth ₹6.2 crore, sparking protests from pro-Kannada activists.
• Critics argue that the iconic Karnataka brand should feature a local Kannada actress to honor its cultural roots, calling the decision disrespectful to regional identity.
• Commerce and Industries Minister M.B. Patil defended the move, explaining it as a strategic decision to expand the brand’s presence beyond Karnataka and achieve a ₹5,000 crore revenue target by 2028.
• The selection process considered factors like non-compete clauses, social media reach, and market fit, with other actresses such as Rashmika Mandanna and Deepika Padukone ruled out due to existing endorsements.
• Protests by groups like Karnataka Rakshana Vedike continue, with activists threatening intensified demonstrations unless the government replaces Bhatia with a Kannada ambassador.