Delilah D’Souza

Daijiworld Media Network – Bengaluru

Bengaluru, May 27: The recent decision to appoint actress Tamannaah Bhatia as the brand ambassador for the century-old Mysore Sandal Soap has stirred a storm in Karnataka, with Kannada actress and former Congress leader Ramya (Divya Spandana) leading the criticism against what she termed a “disappointing” move by the Karnataka Soaps and Detergents Limited (KSDL).

Taking to social media platform ‘X’, Ramya voiced her anguish, questioning the logic behind choosing a non-Kannadiga to represent a product deeply rooted in Karnataka’s heritage. “By taking a non-Kannadiga as brand ambassador to target the northern market, they have alienated their own people, their core loyal consumer base — the Kannadiga. It fails us especially at a time when we’re fighting to retain our Kannada pride,” she stated.

Tamannaah, who is of Sindhi origin and hails from Mumbai, reportedly signed a ?6 crore deal with KSDL on May 22 to promote the iconic soap brand. Mysore Sandal Soap, a flagship product of Karnataka, was launched over a century ago and is produced by a government-owned enterprise.

Ramya further questioned the need for a celebrity face at all, stating, “Mysore Sandal Soap is iconic and carries a huge legacy. It doesn’t need a brand ambassador. Look at Amul, Apple, Dove, Amazon — they thrive without one.”

Her post also carried a broader message on cultural and gender representation. “Women have fought for centuries — for voting rights, against unrealistic beauty standards, and for equal pay — and here we’re still being told fair skin is aspirational,” she noted.

Social media platforms were soon abuzz with support for Ramya’s sentiments. Netizens pointed out that Kannada-origin stars such as Deepika Padukone, Rashmika Mandanna, or Pooja Hegde could have served as more culturally resonant faces for the brand, given their Karnataka roots.

This is not the first time the brand has been endorsed by non-Kannadiga celebrities. In the past, personalities like M S Dhoni, Dia Mirza, and Mugdha Godse have promoted Mysore Sandal Soap. However, Ramya’s remarks have rekindled a long-standing conversation about regional identity, linguistic pride, and authentic representation in brand endorsements.

As the controversy continues to simmer, KSDL is yet to issue an official response regarding the backlash.