Tamannah Roped In as Brand Ambassador for Mysore Sandal Soap in Major Deal

The renowned 'Mysore Sandal' soap brand, produced by the Karnataka government-owned Karnataka Soaps and Detergents Limited (KSDL), has signed a significant endorsement contract with actress Tamannah. The company has finalized a deal worth ₹6.2 crore with Tamannah to serve as the brand ambassador for their soap products as part of their broader strategy to expand market reach.

According to a notification issued by the Karnataka Finance Department on Wednesday, the agreement with Tamannah will remain in effect for a duration of two years and two days. To facilitate this deal, an exemption was granted to KSDL under Section 4(g) of the Karnataka Transparency in Public Procurement (KTPP) Act. This exemption allows the payment of ₹6.2 crore directly to the actress.

The decision has sparked controversy on social media, with many users questioning the choice of Tamannah over local Kannada actresses. Several netizens directed their criticism at Karnataka Minister for Commerce and Industries M. B. Patil, asking, “When there are so many young local Kannada actresses, why are others being chosen for such promotions?”

Defending the government's move, Minister M. B. Patil stated, “We made this decision to achieve our target of reaching ₹5,000 crore in annual revenue by 2028. After consulting with various marketing experts, the KSDL Board independently arrived at this strategic decision.” He also emphasized that KSDL holds great respect for the Kannada film industry.

KSDL officials disclosed that the selection of Tamannah came after careful consideration of several nationally recognized celebrities. “We considered Deepika Padukone, Rashmika Mandanna, Pooja Hegde, and Kiara Advani. However, Tamannah stood out due to her pan-India appeal, reasonable contract terms, and strong digital presence with nearly 30 million followers,” an official explained.