Startup Originals Team
The Karnataka government has relaunched the iconic Mysore Sandal Soap brand by appointing actress Tamannaah Bhatia as its new brand ambassador, marking a major push to refresh the heritage label for modern consumers. Tamannaah has signed a two-year endorsement deal, reportedly valued at ₹6.2 crore.
A Strategic Rebranding of a Heritage Icon
Mysore Sandal Soap, produced by Karnataka Soaps and Detergents Limited (KSDL), is one of India’s oldest and most recognisable personal care brands. By bringing on a popular pan-India actress, the state aims to strengthen the soap’s appeal among younger and urban audiences while preserving its traditional identity.
Officials said the rebranding effort is focused on blending legacy with contemporary relevance, ensuring the brand remains competitive in a crowded personal care market.
Two-Year Deal to Drive Nationwide Visibility
Under the agreement, Tamannaah Bhatia will feature in advertising campaigns, digital promotions, and other brand outreach initiatives for the next two years. The reported ₹6.2 crore fee reflects the scale of the campaign and the government’s intent to give Mysore Sandal Soap a strong national presence.
The endorsement is expected to boost brand recall beyond its traditional stronghold in South India and support expansion into new domestic and international markets.
Why Tamannaah Bhatia
Tamannaah’s popularity across multiple film industries, including Telugu, Tamil, and Hindi cinema, makes her a strategic choice for a brand seeking wider reach. Marketing experts note that her clean and elegant public image aligns well with Mysore Sandal Soap’s positioning around purity, tradition, and trust.
By associating with a contemporary celebrity, the brand aims to stay culturally relevant without diluting its heritage value.
Strengthening KSDL’s Market Position
KSDL has been focusing on modernising its product portfolio and marketing approach in recent years, while continuing to highlight Mysore Sandal Soap’s unique proposition—being made with pure sandalwood oil.
The new campaign is expected to complement these efforts by increasing visibility across television, digital platforms, and retail touchpoints.
Balancing Tradition and Modern Appeal
State officials emphasised that the relaunch does not change the core formulation or values of Mysore Sandal Soap. Instead, the initiative is designed to tell the brand’s story in a language that resonates with today’s consumers.
By combining a century-old legacy with a contemporary brand face, Karnataka hopes to ensure Mysore Sandal Soap remains relevant for future generations.
Looking Ahead
With Tamannaah Bhatia as its new ambassador, Mysore Sandal Soap is set for a renewed marketing push over the next two years. The success of the campaign will be closely watched as a case study in how heritage, state-owned brands can reinvent themselves while staying true to their roots.
