The Karnataka government has appointed actress Tamannaah Bhatia as the new brand ambassador for the iconic Mysore Sandal Soap. The move aims to enhance the brand's presence beyond Karnataka, though it has sparked debates over cultural representation and marketing priorities.

Key Highlights:

• Tamannaah Bhatia has been signed by Karnataka Soaps and Detergents Limited (KSDL) for a Rs. 6.2 crore contract spanning two years and two days.
• The appointment is intended to increase Mysore Sandal Soap’s reach in national and international markets, according to Industries Minister MB Patil.
• Critics have raised concerns over the selection of a non-Kannadiga celebrity for a product rooted in Karnataka’s heritage, suggesting a local figure may have been more suitable.
• The government defended the move as a strategic marketing decision, emphasizing that the brand already has strong local recognition and now aims for broader market expansion.