Of Soap and Sentiment

Tamannaah Bhatia’s appointment as the face of Mysore Sandal Soap has led critics to accuse the Congress-led government of cultural disconnect and cosmetic marketing gimmicks.

Karnataka

In 1916, when the Maharaja of Mysore, Krishnaraja Wodeyar IV, launched the Mysore Sandal Soap brand, his ambition was not only to harness Karnataka’s rich reserves of sandalwood but to imbue a daily utility with regal cultural pride. Over a century later, the scent of that pride still lingers but is now mingled with the acrid smell of controversy.

The appointment of Bollywood actress Tamannaah Bhatia as the brand ambassador for Mysore Sandal Soap by the Congress-led Karnataka government has rubbed many the wrong way.

At the heart of the discontent lies the question of regional identity in an increasingly homogenised nation. Bhatia, though a multilingual performer with a career straddling several southern languages, hails from Mumbai and does not speak Kannada. Her appointment has provoked a flurry of protests from pro-Kannada organisations and opposition politicians, who view the decision as a betrayal of local pride and a snub to homegrown talent.

The fact that she has been offered Rs. 6.2 crore for the role, more than many Kannada actors earn in an entire year, has only added to the sense of outrage.

The Yuva Karnataka Vedike, one of the many activist groups leading the protests, staged a demonstration outside the Karnataka Soaps and Detergents Limited (KSDL) factory in Bengaluru. They argue that Mysore Sandal Soap, a profit-making enterprise with revenues reportedly exceeding Rs. 400 crores, has thrived for decades without the endorsement of celebrities. Why now, they ask, and why her?

To critics, this appointment is symbolic of what they perceive as a broader marginalisation of Kannada language and culture. The Maharaja’s original vision, they argue, was rooted in the assertion of a uniquely Karnataka identity - one that should have been reflected in the face promoting it. There is no dearth of local talent, they insist. Why not a Kannada actress like Rachita Ram or Hariprriya, who command loyalty within the state?

In 2018, the Karnataka Milk Federation tapped Puneeth Rajkumar, a beloved Kannada star, as the face of Nandini milk. That decision was met with jubilation precisely because it aligned with the cultural expectations of the Kannadiga public and he had endorsed KMF products without receiving any remuneration, following in the footsteps of his father, Dr. Rajkumar.

In 2023, the Tamil Nadu government had faced backlash when it overlooked Tamil actors in favour of Hindi-speaking personalities for a tourism campaign, reigniting calls for linguistic and regional representation.

This time, the Congress government in Karnataka is in a soup. MB Patil, the Minister for Large and Medium Industries, insists that the decision was guided by marketing logic, not politics. Bhatia, he claims, was selected after careful evaluation of celebrities with pan-India appeal, cost-effectiveness and significant digital presence. With over 28 million social media followers, she brings a reach that local stars may struggle to match.

But can a brand steeped in the ethos of Karnataka preserve its authenticity while chasing mass appeal?

The opposition BJP has seized upon the controversy to target the Congress government, accusing it of being out of touch with Kannadiga sentiment. Narayana Gowda of the Karnataka Defence Forum questioned not just the actress’s credentials but the opportunity cost of such an expensive endorsement, suggesting the funds could have been better deployed in education or healthcare.

Beyond the political theatre lies a deeper debate about the role of public sector undertakings in preserving cultural identity. KSDL, though a commercial entity, is a state-run firm. It bears the burden not just of turning a profit, but of reflecting the values of the people it ostensibly serves. If it becomes indistinguishable from a private company guided purely by market logic, what then remains of its original mission?

The Karnataka government should have recognised that brand equity, especially in products with storied pasts, is built not only on visibility but on trust. In a land where language, identity and pride are as potent as perfume, ignoring local sentiment may prove to be a costly misstep.