Tamannaah Bhatia's Mysore Sandal Soap Rs 6.20 crore deal with Karnataka government sparks row, netizens ask "Why not Pranita?"

Tamannaah Bhatia, who became a breakout sensation for her Stree 2 number song Aaj Ki Raat, has recently been announced as the brand ambassador for Mysore Sandal Soap by the Karnataka government. The actress reportedly signed a Rs 6.20 crore deal for two years.

As the reports of the collaboration swirled around the internet, several critics called her out and questioned the decision of the government to sign a non-Kannada actress as an ambassador.

Several critics took to their X accounts to criticize the government’s decision. One person wrote, “I am using Mysore Sandal Soap for decades. Now I want to stop using. What are Kannada Organisations doing ? Is it the way , being silent , to promote kannada models ?”

I am using Mysore Sandal Soap for decades. Now I want to stop using. What are Kannada Organisations doing ? Is it the way , being silent , to promote kannada models ?

Naarayan Narasimha (@NaarayanNarasim) May 23, 2025

Another internet user added, “Shame on you that you were defining this big falw in your system. I am sure it shows clear ignorance of our local people. We are not sure this heroin is going to do what kind of magic here. Mysore sandal is already renowned brand.”

@MBPatil Shame on you that you were defining this big falw in your system. I am sure it shows clear ignorance of our local people. We are not sure this heroin is going to do what kind of magic here. Mysore sandal is already renowned brand. sandeep jayakkanavar (@sandeepkj100) May 23, 2025

Another tweet reads, “Strange that the govt can't a Kannadiga for its advt of Mysore Sandal soap, so what if they want to penetrate other markets or the established people are tied up, find a new face then.”

@CMofKarnatakaStrange that the govt can't a Kannadiga for its advt of Mysore Sandal soap, so what if they want to penetrate other markets or the established people are tied up, find a new face then
Shiv Kumar S (@shiv_62) May 23, 2025

Another wrote, “Why not Pranita? ,her homely looks and Native kannada speaker & also well known face in telugu states & TN along with Karanataka.”

Why not Pranita? ,her homely looks and Native kannada speaker & also well known face in telugu states & TN along with Karanataka Kolusu Trinadh Kumar (@KolusuTrinadh) May 22, 2025

For the unversed, Mysore Sandal Soap is a prominent government-run soap factory since 1916, which was first established by King Krishna Raja Wadiyar IV in Bengaluru in the early 1900s. Manufactured by Karnataka Soaps and Detergents Limited (KSDL), this iconic soap holds significant cultural value in Karnataka.

However, MB Patil, Minister for Commerce & Industries, Infrastructure GoK, took to his X account to defend the government’s decision and explained why they chose Tamannaah rather than another actress or a model from the Kannada industry.’

He tweeted, “KSDL has deepest respects and regards for Kannada Film Industry. Some Kannada Movies are giving competition to even Bollywood movies. Mysore sandal has a very good brand recall within Karnataka. Which shall be strengthened.”

KSDL has deepest respects and regards for Kannada Film Industry. Some Kannada Movies are giving competition to even Bollywood movies.Mysore sandal has a very good brand recall within Karnataka. Which shall be strengthened.However the intent of Mysore Sandal is to also https://t.co/qnXe3MyJYn M B Patil (@MBPatil) May 22, 2025

He added, “However the intent of Mysore Sandal is to also penetrate markets beyond Karnataka Aggressively. The pride of Karnataka is also a Jewel of the Nation. Hence it’s an independent strategic decision of the PSU board after consulting various marketing experts.”

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MB Patil went on to explain, “To choose a brand ambassador it takes a lot of deliberation and also considerations like 1)Availability for any given category(If they have a non compete agreement) 2)Social media presence 3)Most importantly coherence with the brand, product and Target Audience 4)Marketing fit and Reach.”

He concluded his tweet while noting, “Our Vision is for KSDL to touch 5000Cr Annual Revenue by 2028.”