Tamannaah Bhatia is the brand ambassador of KSDL.

Entertainment: It’s common for state governments to appoint famous film personalities as brand ambassadors to promote specific sectors or government companies. Previously, actors like Samantha have served as brand ambassadors for causes like Telangana Handloom. Similarly, the Karnataka government recently appointed Tamannaah Bhatia as the brand ambassador for Karnataka Soaps and Detergents Limited (KSDL), the state-owned company behind the popular Mysore Sandal soap brand. This appointment is part of the government’s efforts to increase the brand’s visibility and market reach. However, the decision immediately sparked political and social debate. This controversy intensified amid the ongoing Kannada language and identity movement in the state. Reacting to the official announcement by the concerned minister, many social media users questioned the choice. One user wrote, “Why couldn’t they bring in someone who knows Kannada? Why wasn’t a Kannada actress considered?” Another, more critical post alleged that the government had spent ₹6.2 crore of public money on a “non-Kannada star” while ignoring local talent, calling the decision insensitive to Kannada pride. Amid growing criticism from some sections of the public, the Karnataka government has defended its move, stating that the appointment was made purely on professional grounds. Officials stressed that Tamannaah is one of the most popular actresses in the country and her nationwide appeal will significantly increase the brand’s reach and market value. As the debate continues, the issue has once again highlighted the delicate balance between regional sentiment and commercial strategy in government-backed branding decisions.