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Tamannaah Bhatia Launches Mysore Sandal Soap as New KSDL Ambassador

Actor Tamannaah Bhatia officially began her tenure as the brand ambassador for Karnataka Soaps and Detergents Limited (KSDL), relaunching the iconic Mysore Sandal Soap at an event in Bengaluru. Her appointment last year drew criticism from those questioning why a Kannada actor was not chosen instead. Minister MB Patil defended the decision, citing her pan-India appeal, strong digital presence, and cost-effectiveness as key factors. The move is part of KSDL's strategy to boost marketing and achieve a sales target of Rs 5,000 crore by 2030.

Key Points: Tamannaah Bhatia Named Mysore Sandal Soap Brand Ambassador

  • Appointed as KSDL brand ambassador
  • Relaunched Mysore Sandal Soap
  • Selection faced criticism for not picking Kannada actor
  • Chosen for pan-India appeal and digital reach
  • Part of Rs 5,000 crore sales target by 2030
2 min read

Tamannaah Bhatia begins her tenure as brand ambassador of KSDL, relaunches Mysore Sandal Soap

Actor Tamannaah Bhatia begins her role as KSDL ambassador, relaunching Mysore Sandal Soap amid past controversy over the selection.

"It is the new chapter of my life as an artist - Tamannaah Bhatia"

Bengaluru, February 10

Actor Tamannaah Bhatia began her tenure as the brand ambassador for the state-owned Karnataka Soaps and Detergents Limited on Tuesday.

At an event in Bengaluru today, Tamannaah Bhatia was welcomed by MB Patil, Minister for Large and Medium Industries; KSDL Chairman CS Nadagouda; and other board members of the organisation.

The actress endorsed a few KSDL products, including Mysore Sadal soap, at the event. While addressing the gathering, Tamannaah Bhatia said, "It is the new chapter of my life as an artist, and I am so excited that in this new phase where I take on new roles, new challenges and new responsibilities, I get to be the face of Mysore Sandal Soap."

Tamannaah Bhatia was appointed as the brand ambassador for KSDL last year. The Karnataka government's decision, however, drew criticism, with many questioning why a Kannada actor was not chosen to represent the iconic state-run brand.

Following the backlash, the Large and Medium Industries Minister, MB Patil, stated that "the decision was made considering the actress's wide appeal, strong digital presence, and her ability to connect with the younger generation."

"Our target is to reach Rs 5,000 crore in sales by 2030, and in this context, a strong marketing strategy becomes vital. This appointment was made based on recommendations from marketing experts," he highlighted.

"Other leading celebrities such as Deepika Padukone, Rashmika Mandanna, Pooja Hegde, and Kiara Advani were also considered. However, after evaluating factors like ongoing brand endorsements, availability, and associated costs, Tamannaah was selected for her strong pan-India appeal, reasonable engagement terms, and remarkable digital reach with over 28 million followers," Patil said.

On the work front, Tamannaah will share screen space with Sidharth Malhotra in the folk thriller 'VVAN.'

According to the makers, VVAN is set in the deep forests of Central India and is described as a blend of ancient legends, hidden temples, and adventure. It has been shot in real forest locations.

- ANI

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Reader Comments

R
Rahul R
While I understand the logic of a pan-India appeal, I respectfully disagree with the decision. Mysore Sandal is a heritage brand of Karnataka. A talented Kannada actor like Yash or Rakshit Shetty would have connected more deeply with the brand's roots and local sentiment.
S
Shreya B
The smell of Mysore Sandal soap is pure nostalgia! Reminds me of my grandparents' home. If Tamannaah can make more young people discover this timeless product, then it's a win. All the best to her!
M
Michael C
Interesting move. The minister's explanation about digital reach and cost is very pragmatic. In today's market, you need a face that sells. If the goal is 5000 crore, sentiment might have to take a backseat to strategy.
A
Anjali F
Good for her! She's a hardworking actress. But I hope KSDL also focuses on improving the product's availability in North Indian markets. Sometimes it's hard to find the original soap outside the South.
K
Karthik V
The backlash was expected, but the government's reasoning is sound. It's a state-owned company, not a cultural department. Their primary duty is to increase sales and revenue for the people of Karnataka. If Tamannaah helps do that, then jai ho!

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