Karnataka doesn’t have one single overarching “Brand Ambassador” the way some other states do (Gujarat has Amitabh Bachchan, Assam has Priyanka Chopra, West Bengal has Shah Rukh Khan). Instead, Karnataka has appointed different ambassadors for different schemes and campaigns over time. Here’s the picture:
Who currently holds ambassador roles for Karnataka
- Mysore Sandal Soap (KSDL) — In May 2025, the Karnataka government appointed Bollywood actress Tamannaah Bhatia as brand ambassador of Karnataka Soaps and Detergents Limited (KSDL), for a two-year term reportedly worth Rs 6.2 crore. This drew significant public backlash, since critics felt a century-old, culturally significant Kannada brand should have gone to a Kannada-speaking star rather than a non-Kannada actor.
- Punyakoti Dattu Yojana (cattle adoption scheme) — Kannada actor Kichcha Sudeep was appointed brand ambassador for this Animal Husbandry Department cow-conservation scheme.
- Wildlife/eco-tourism (historical) — In 2017, actor-director Prakash Rai was named brand ambassador for the “Our Wild Life” campaign, a joint conservation initiative by Karnataka’s Tourism and Forest departments.
- Mysuru tourism specifically — one older piece notes the erstwhile Mysuru royal (the “Maharaja”) was symbolically appointed Brand Ambassador of Mysuru, though this is more ceremonial than an active promotional campaign.
Tourism heritage
Karnataka’s current tourism push isn’t built around a single celebrity face — it’s policy-driven. The state’s Tourism Policy 2024–29 focuses on global positioning, sustainable development, safety, and spreading tourism-led prosperity to every district, with officials stating the ambition to rank among the top five states for international tourist visits by 2029. The government has also been hosting cultural-diplomacy conclaves bringing together diplomatic missions and global tourism stakeholders to support this.
Quick FAQ
Q. Does Karnataka Tourism have one official brand ambassador like Gujarat or Assam?
Not currently — no single celebrity represents “Karnataka Tourism” as a whole; ambassadorships are scheme- or product-specific.
Q. Who’s the most recent high-profile appointment?
Tamannaah Bhatia, for Mysore Sandal Soap (KSDL) — not tourism directly, but tied to Karnataka’s heritage branding.
Q. Has this caused controversy?
Yes — the Tamannaah Bhatia appointment in particular sparked backlash over choosing a non-Kannada star for a Kannada heritage brand.
