Karnataka’s Industry Minister M B Patil defended the state’s decision to appoint actress Tamannaah Bhatia as brand ambassador for Mysore Sandal Soap, a decades-old local favorite. On Friday, pro-Kannada activists protested outside the KSDL factory in Yeshwanthpur, opposing the move.
Bhatia was signed on a two-year deal worth Rs 6.2 crore, aiming to push Karnataka Soaps and Detergents Limited (KSDL) products to global markets. The state believes her popularity can help create international buzz.
Patil explained the move wasn’t about language or region, but about business and global appeal. “We’re talking trade, not just Kannada. This is about branding for the Western and Gulf markets,” he said.
He added that a panel of experts picked Bhatia after evaluating other actresses, most of whom already endorsed competing brands. The choice was based on factors like social media reach and brand fit.
To back the decision, Patil pointed to KSDL’s rising performance—production grew by 110%, and profits jumped from Rs 182 crore in 2022–23 to a projected Rs 415 crore in 2024–25. A new factory and 23 fresh projects are in the pipeline.
Protesters, however, weren’t convinced. Kannada activist Roopesh Rajanna claimed brand loyalty comes from cultural identity, not star power. “This is a Karnataka product. Let’s not put Hindi actors on it,” he said.