Young Karnataka member Vedic protested on May 23, 2025, condemning the appointment of actor Tamannah Bhatia as the brand ambassador of KSDL at the company’s Yashwantpur factory in Bengaluru. Photo Credit: Sudhakar Jain
The appointment of actor Tamannah Bhatia, the appointment of actor Tamannah Bhatia, as the brand ambassador of products manufactured by the state-owned Karnataka Sops and Detergents Limited (KSDL), included the prestigious Mysore Mysore Sandle Soap, triggered a line behind choosing a non-canadian-speaking actor.
Vedik, members of the young Karnataka, staged a protest at the Yashwantpur factory of KSDL on Friday (May 23, 2025), condemning the government’s “Anti-Kawada” decision.
He questioned the need to select a multilingual actor, which presents him with a deal of crores of rupees, when the prestigious Mysore Sandle Brand “made a profit of ₹ 400 crore without any celebrity names so far.” The protesters demanded that the deal be canceled.
The actor has been signed as a brand ambassador for a period of two years, for which he will be paid ₹ 6.2 crore.
Mysore Sandal Soap is one of the iconic products of Karnataka soap and detergent limited stables. , Photo Credit: Sudhakar Jain
The minister replies
Responding to the objections raised by acitivists and netizens on social media, the minister MB Patil told Mediaperson that when it entered the business, the competition was an important factor.
He described the appointment of the actor for the role as a thoughtful and research -backed decision. He said, “Before wearing Tamannaah, we contacted actors born in Karnataka like Deepika Padukone and Rashmika Mandanna. We also approached Srilela, Pooja Hegde and Kiara Advani.”
However, as Deepika Padukone is now an entrepreneur herself, she was busy promoting her products, and therefore cannot come on board. The rest had already signed up as an ambassador for other cosmetic brands, creams and soaps, and they could not take other commitments for the next two years, he said.
“Thus, Tamannaah Bhatia, who has 28 million followers on social media platforms, was brought on the basis of her Pan-India effect and charisma,” he said.
Comprehensive overhaul
The minister described the brand’s decision to use a multi-tendency strategy “to achieve our ambitious ₹ 5,000 crore turnover target by 2028”.
Actor Tamannaah Bhatia is popular for his performance in all South Indian Lang films as well as Hindi film industry. KSDL, a househole name in South India, is expecting to enter the North Indian market. , Photo Credit: Sudhakar Jain
Speaking of a broad and strategic overhaul of the brand, Mr. Patil indicated that Tamannaah Bhatia’s appointment was part of the intentions “to enter the markets beyond Karnataka”.
He said that the focus was to extend the Mysore Sandal brand to be the pride of Karnataka till India became a true jewel.
Mr. Patil also said that the production of KSDL had increased by 40%, and the company had increased by 15% in the FMCG sector, crossing some big brands.
He said, “We have set a target of carrying KSDL turnover in the next three years to Crore 5,000 crores. If this happens, we may have to consider appointing the Hollywood actor as a brand ambassador. I hope the situation will arise,” he said.
Mysuru mp objects
Meanwhile, the coincidence of Mysuru MP and the erstwhile royal family raiduveer krishnadatta chamaaraja wadiyar called the appointment “deeply and insensitive”.
He said that the appointment of a non-Canada actress, as the face of the historic brand for salary of over 6 crores, was “unacceptable”, “displaying a serious lapse in cultural sensitivity and accountability”.
Published – May 23, 2025 01:07 pm IST
