Tamannaah and Mysore Sandal soap scandal explained: Why Karnataka movie fans are outraged at this celebrity collaboration

Dubai: Who knew a celebrity brand ambassador for a soap commercial could rake up so much rage and froth?

According to a report in India Today, the Karnataka government’s glossy new ad deal with actor Tamannaah Bhatia where she got roped in as the face of Mysore Sandal Soap hasn't gone down too well.

Why? Because despite the soap being a century-old icon of Kannada pride, the government picked a non-Kannada actor to sell it. The outrage is real.

Critics are asking why a legacy brand, started in 1916 by the King of Mysore and steeped in local heritage, needed a non-local celebrity to boost its appeal. Would it have hurt to cast a Sandalwood star instead—someone who actually speaks Kannada, perhaps?

Karnataka’s Commerce and Industries Minister MB Patil defended the move, saying the goal is to extend the brand’s reach beyond the state. But for many, that explanation just doesn’t wash.

“Is there a dearth of talent in Sandalwood?” asked one irate user on X, while others tagged Kannada actresses like Ashika Ranganath as more culturally aligned choices.

Not the first time India’s seen a backlash over endorsements

If this controversy sounds familiar, it’s because India has a long history of calling out tone-deaf advertising moves. A few notable examples:

• Aishwarya Rai’s colonial-themed jewellery ad drew fire for its visual of a dark-skinned child holding an umbrella over her head. The brand had to pull the plug.

• Shah Rukh Khan and fairness creams? Enough said. Social media users slammed the contradiction of a megastar endorsing products that reinforce harmful beauty standards.

• Amitabh Bachchan as the face of Gujarat tourism initially raised eyebrows for bypassing local talent.

• Kangana Ranaut’s Khadi campaign was met with skepticism by artisans who felt the brand should represent grassroots, not glamour.

The bottom line?

Star power sells—but in 2025, audiences are demanding more than just a pretty face. When heritage brands like Mysore Sandal are involved, representation matters. And this time, the choice has clearly rubbed some people the wrong way.