Tamannaah Bhatia to endorse Mysore Sandal soap for Rs 6.2 crore
Bengaluru: Eyeing a further expansion in global markets, state-owned Karnataka Soaps and Detergents Limited (KSDL), manufacturers of the famous 'Mysore Sandal' soap, has roped in Bollywood actor
Tamannaah Bhatia
as its brand ambassador for a whopping Rs 6.2 crore contract.
However, the state govt's preference for Tamannaah over Kannada actresses has triggered a backlash on social media.
According to a notification issued on Wednesday by the state finance department, Tamannah's contract will be valid for two years and two days.
Sources in the commerce and industries department revealed to TOI that after former India skipper and Chennai Super Kings star
M S Dhoni
, Tamannaah is the second brand ambassador to endorse this iconic soap brand.
Facilitating the contract, KSDL has also been granted exemption under the section 4(g) of the Karnataka Transparency in Public Procurement Act (KTPP) to make a direct payment of Rs 6.2 crore to the actor.
Several netizens have questioned commerce and industries minister M B Patil, saying: "When there are so many local, young Kannada actresses, why appoint and promote others?"
Defending the govt's choice, Patil clarified: "The move was an independent strategic decision of the PSU board after consulting various marketing experts, aimed at achieving our target of reaching Rs 5,000 crore in annual revenue by 2028."
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The minister further said KSDL has the deepest regards for the Kannada film industry.
Picked over other leading names
KSDL officials revealed to TOI that Tamannaah's appointment was done after evaluating several leading celebrities with pan-India influence.
"We evaluated leading celebrities such as Deepika Padukone, Rashmika Mandanna, Pooja Hegde, and Kiara Advani, but Bhatia stood out for her strong pan-India appeal, reasonable engagement terms, and an exceptional digital presence of close to 30 million followers," a KSDL official said.
Turning the tide
Reeling under severe losses until a few years ago, KSDL turned the tide by posting a record turnover of almost Rs 1,786 crore in 2024-25.
"Out of this, a whopping Rs 1,430 crore came from the southern states, revealing our strong regional presence. However, our national market presence is only 6%-7%, and we need to expand this with a strong influencer," explained another KSDL official.
In 2006, KSDL had entered into an agreement with Dhoni, but terminated the contract a year later due to the cricketer's inability to devote the agreed time for promotional activities.
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