KSDL Tamannaah Bhatia Mysore Sandal Soap Brand Ambassador

Tamannaah Bhatia was chosen from a shortlist of leading Bollywood and South Indian actresses including Deepika Padukone, Rashmika Mandanna, and Kiara Advani. The selection was driven by three key factors that aligned perfectly with KSDL’s rebranding objectives:

1. Pan-India Recognition: Her extensive filmography across multiple Indian languages—Telugu, Tamil, Hindi, and Malayalam—makes her relatable to diverse audiences. She bridges regional divides, crucial for a brand trying to expand beyond South India.

2. Digital Influence: With over 28 million followers across social media platforms, her strong online presence is ideal for digital-first campaigns. In an age where traditional advertising is losing effectiveness, influencer reach matters more than ever.

3. Cultural Fit: As someone who bridges tradition and glamour, she represents the fusion of legacy and modernity—a narrative central to KSDL’s rebranding. She embodies both the elegance of heritage and the aspirations of contemporary India.

This strategic choice underscores KSDL’s intent to reposition Mysore Sandal Soap as a heritage brand for the new generation, not just their grandparents.

The ₹6.2 crore deal spans two years and reflects KSDL’s most significant marketing investment in recent history. This isn’t just a celebrity endorsement—it’s a strategic bet on the future of the brand.

The timing of the announcement, made by Karnataka’s Minister for Large and Medium Industries M.B. Patil on May 22, 2025, aligns with the company’s broader rebranding and expansion goals:

1. Digital-First Push: The endorsement supports social media-led campaigns, content collaborations, and influencer partnerships. Traditional TV ads are no longer enough; the battle is now on Instagram Reels, YouTube Shorts, and Twitter trends.

2. Youth Outreach: The focus is on connecting with younger audiences who value authenticity, sustainability, and quality. Gen Z and millennials want brands with stories, not just products.

3. Pan-India Penetration: Traditionally strong in the South with 80% of revenue from six South Indian states, KSDL now aims to expand deeper into North India and international markets where brand awareness has been limited.

According to KSDL Chairman Appaji Nadagouda, this partnership is “a government-backed move to elevate KSDL into a household name beyond Karnataka,” signaling official support for the modernization initiative.

Founded over a century ago, Karnataka Soaps and Detergents Limited (KSDL) is synonymous with Mysore Sandal Soap, the only soap in the world made with 100% pure sandalwood oil. Despite its strong legacy and ₹1,785.99 crore turnover in FY 2024–25, the brand faces modern challenges.

The problem? While it has heritage and authenticity, it struggles with perception—many young consumers see it as “old-fashioned” or “what my parents use.” This perception limits growth in urban, aspirational markets where premium personal care is booming.

Recognizing the urgent need to break regional boundaries and appeal to today’s urban consumers, KSDL is undertaking comprehensive transformation:

1. Rebranding and Packaging Overhaul: Modern visual identity for global appeal. The traditional green and gold might get a contemporary refresh while maintaining brand recognition.

2. Celebrity Marketing: Leveraging Tamannaah Bhatia to bridge the generational gap. Her endorsement signals to young consumers that this heritage brand is relevant to them.

3. Diversified Portfolio Promotion: Promoting not just soaps, but its wide range of personal care and hygiene products. KSDL makes more than soap, but most consumers don’t know that.

Tamannaah’s appointment is more than just a marketing campaign—it’s a brand reinvention strategy. By aligning with her image, KSDL gains multiple strategic advantages:

Increased Visibility in Urban Markets: Enhanced presence in Tier 1 and Tier 2 cities where premium personal care spending is highest. These markets value both authenticity and modernity—exactly what this partnership signals.

Enhanced Relatability with Youth: Her followers skew young and urban—the demographic KSDL needs to capture. Engagement across platforms like Instagram and YouTube drives trial and word-of-mouth.

Stronger North India Foothold: An underpenetrated market for the brand despite India’s population concentration there. Tamannaah’s Bollywood presence opens doors in Hindi-speaking regions.

NRI Market Expansion: Her reach into non-resident Indian (NRI) markets strengthens KSDL’s export ambitions, especially in the Middle East, Southeast Asia, and North America where Indian diaspora seeks authentic products.

Beyond business metrics, KSDL represents something deeper for Karnataka. Approximately 89% of KSDL’s workforce comprises Kannadigas, making it not only a brand of tradition but also a symbol of regional employment and pride.

The recent expansion into Vijayapura, Karnataka, with a new manufacturing unit, reinforces the company’s commitment to:

• Supporting Local Employment: Creating jobs in tier-2 and tier-3 Karnataka cities
• Driving Industrial Development: Contributing to the state’s economic growth
• Promoting Public Enterprise: Demonstrating that government-owned companies can be modern, competitive, and innovative

This blend of social responsibility and strategic growth sets KSDL apart from private FMCG players who prioritize profit over regional development. It’s a PSU that takes pride in its Karnataka identity while aiming for national and global reach.

With Tamannaah Bhatia’s digital influence, KSDL is set to amplify its presence through multi-platform strategies that go beyond traditional advertising:

Interactive Social Media Campaigns:

• Instagram Reels showcasing Tamannaah’s skincare routine using Mysore Sandal
• Twitter Q&As about natural ingredients and sandalwood benefits
• Brand challenges encouraging user-generated content (#MyMysoreGlow)

Influencer Collaborations: Partnering with beauty and lifestyle influencers who can integrate heritage branding with modern aesthetics. Micro-influencers in tier-2 cities can drive local engagement.

Content Marketing:

• Skincare tips and tutorials featuring the product
• Behind-the-scenes content about sandalwood sourcing and manufacturing
• Eco-conscious branding stories highlighting sustainability

The focus is on making Mysore Sandal Soap a “talked-about” product, not just a trusted one. In the age of social media, being conversational matters as much as being credible.