The controversy over Tamannaah representing the Karnataka Soaps and Detergents Limited (KSDL), has cropped up once again after a year. While the opposition and social media users have criticised the government for appointing a non-Kannadiga celebrity as an ambassador, the ruling party minister has defended the decision, calling it a global expansion strategy.
What is the controversy about?
A year ago, KSDL, which holds a legacy of 100+ years as an iconic cultural identity of Karnataka, named Tamannaah as its brand ambassador. The contract came into effect on February 12. Leaders from the opposition party and pro-Kannada groups argued that only a local icon from Karnataka should be representing a brand rooted in Karnataka’s culture and heritage. Calling the Congress a “traitor party" for its “anti Kannada mindset”, BJP MP K Sudhakar wrote that the government chose an “actress from another state and another language” despite Karnataka being a home to many stars.
Netizens too, expressed their disappointment over the decision with one stating, “I am damn sure she doesn't use Mysore Sandal Soap,” while another even expressed that they will refrain from buying the soap hereafter — “I am using Mysore Sandal Soap for decades. Now I want to stop using it.” Some even questioned if the committee couldn't “find a single Kannada girl with pan-India reach” while identifying Rashmika Mandanna, Pooja Hegde and Rukmini Vasanth, who have hoisted “the flag of Kannada pride at national and international levels.”
How did the government react?
KSDL stressed that the appointment was purely based on merit, aimed at boosting brand visibility. MB Patil, the Karnataka state minister for Large and Medium Industries, added that only 18 per cent of KSDL’s sales market belongs to Karnataka, owing to which, the ambassador was chosen for the scale of their pan Indian reach. He further added that the company aims to expand in global markets and hopes to achieve a turnover of ₹ 5000 Cr by the following year, for which, they might even appoint a Hollywood actor to fuel its reach.
Patil remarked that the appointment committee, composed of many notable individuals including actor Rajinikanth, felt that Tammannah, who has a substantial digital footprint of over 28 million followers, would be an ideal choice. The minister also said that the committee kept other noted actors like Deepika Padukone, Pooja Hegde, Sreeleela, Rashmika Mandana and Kiara Advani, who have their roots from Karnataka, under consideration; but were not able to choose them due to monetary reasons or their prior endorsements with other brands.
Even as the debates continue, on the work front, Tamannaah is keeping herself busy with her upcoming multi-starrer O'Romeo, that is scheduled to release on Feb 13 and Vvan - Force of the Forrest. The actor was last seen in No Entry 2 (2025).