Tamannaah Bhatia has been officially named the brand ambassador for Mysore Sandal Soap, a heritage brand under Karnataka Soaps and Detergents Limited (KSDL). The Karnataka government appointed her for a two-year tenure, aiming to elevate the brand’s reach across India. While her selection sparked debate over why a non-Kannada actress was chosen, officials justified the decision based on Tamannaah’s widespread appeal and strong digital influence, which align with the brand’s growth strategy.
Reports indicate that Tamannaah has signed a ₹6.2 crore endorsement deal for her association with Mysore Sandal Soap. Government sources believe the investment will help push the brand toward its ₹5,000 crore annual revenue goal by 2028. With Tamannaah’s presence spanning multiple film industries—Bollywood, Tamil, Telugu, and Kannada—her involvement is expected to enhance the brand’s visibility across diverse markets. The campaign aims to strengthen Mysore Sandal Soap’s legacy while modernizing its image to attract a new generation of consumers.
Despite initial controversy, Tamannaah’s appointment is a significant move for Mysore Sandal Soap’s national expansion. Established in 1916, the brand carries deep cultural roots in Karnataka but is now focused on broader growth. With Tamannaah leading its promotional efforts, KSDL hopes to reinvent its branding, appeal to a wider audience, and reaffirm its position as one of India’s most iconic skincare products.