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3w ago

Tamannaah Bhatia’s Appointment as Mysore Sandal Soap Ambassador Draws Political and Cultural Criticism

Karnataka leaders and citizens question the choice of a non-Kannadiga celebrity for the iconic state-owned brand, citing concerns over cultural identity and political motivations.

Ramya questionned the appointment of Tamannaah Bhatia as the ambassador at a time when Karnataka was fighting for 'Kannada pride'.
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Overview

  • Tamannaah Bhatia was appointed as the brand ambassador for Mysore Sandal Soap, a state-owned Karnataka brand, in a deal reportedly worth ₹6 crore.
  • Critics, including Kannada actress Ramya, argue the decision alienates the brand’s core Kannadiga consumer base and undermines its cultural heritage.
  • Ramya also criticized the endorsement as promoting unrealistic beauty standards tied to fair skin and questioned the necessity of a brand ambassador for a legacy product.
  • Karnataka Minister M.B. Patil defended the appointment, stating it was aimed at expanding the brand’s market reach beyond Karnataka.
  • State BJP President B.Y. Vijayendra recently accused the government of political interference in the decision, intensifying the ongoing debate.