The Karnataka authorities’s resolution to nominate actress Tamannaah Bhatia because the face of Mysore Sandal Cleaning soap has triggered a backlash, dragging the century-old model right into a contemporary language row. The appointment, aimed toward taking the enduring product to newer markets, has sparked protests from Kannada organisations and criticism from opposition leaders, who see the transfer as sidelining regional satisfaction.
The choice to rope in Tamannaah as model ambassador of Mysore Sandal Cleaning soap has obtained extreme backlash from numerous sections in Karnataka.
Tamannaah, a outstanding actor with a pan-India enchantment however no Kannada roots, was roped in below a ₹6.2 crore, two-year contract. Nevertheless, this high-profile endorsement has ignited robust reactions, with protestors questioning the logic of selecting a non-Kannadiga movie star to characterize a product so deeply related to Karnataka’s heritage.
A century-old legacy
Mysore Sandal Cleaning soap is greater than only a private care product in Karnataka — it’s a cultural image. The cleaning soap’s origins date again to 1916, when the Maharaja of Mysore, Nalwadi Krishnaraja Wodeyar, and visionary Diwan Sir M Visvesvaraya established a government-run sandalwood oil manufacturing unit. Two years later, in 1918, Mysore Sandal Cleaning soap hit the market, shortly changing into a staple in households throughout South India.
Over the many years, Karnataka Soaps and Detergents Restricted (KSDL), the state-owned producer of the cleaning soap, has grown into a significant participant within the private care sector. The model has diversified its choices whereas retaining the enduring standing of its authentic product. In 2016, Mysore Sandal Cleaning soap celebrated 100 years — a uncommon feat for any Indian model.
Not the primary non-Kannadiga face
Whereas critics at the moment are elevating issues over a non-Kannadiga being chosen to advertise the cleaning soap, this isn’t with out precedent. In 2006, KSDL signed on Indian cricket star Mahendra Singh Dhoni — a nationwide icon however with no Kannada connection — to endorse the model. On the time, Dhoni was a rising power in Indian cricket, and the ₹80 lakh deal was thought-about a big advertising and marketing push.
Nevertheless, the partnership ended on a bitter be aware. In 2007, KSDL terminated Dhoni’s contract, citing his lack of ability to decide to promotional duties, and sought damages. Dhoni finally received the authorized battle in 2012. Since then, the model has additionally been promoted by different non-Kannadiga faces, together with actors Mugdha Godse and Parvati Nair, although none of their offers generated such political warmth.
Why the outrage now?
So why has Tamannaah’s endorsement sparked this degree of opposition? Critics argue that whereas earlier appointments have been much less controversial, the present socio-political context — the place language and identification politics have grow to be deeply delicate points — has amplified the backlash.
Royal household scion and Mysuru-Kodagu MLA Yaduveer Wadiyar joined the refrain of disapproval, calling the ₹6.2 crore deal “illogical” and “irrational.” Kannada organisations and language activists echo this sentiment, saying a model rooted in Karnataka’s legacy needs to be promoted by somebody with Kannada roots.
Some level out that the state has no scarcity of Kannada-speaking celebrities with nationwide attain. Actresses like Deepika Padukone, Rashmika Mandanna, and Pooja Hegde — all with ties to Karnataka — have been seen as extra acceptable selections. Nevertheless, authorities sources declare these stars have been past KSDL’s finances, and Tamannaah was seen as an economical, pan-India different.
KSDL defends its transfer
Dealing with mounting stress, KSDL has stood by its resolution, arguing that Tamannaah’s mass enchantment will assist Mysore Sandal Cleaning soap develop its footprint past Karnataka. The corporate has not responded to rising calls for to cancel the contract, whereas Tamannaah herself has remained silent on the controversy.