Tamannaah Bhatia gets chosen as brand ambassador for Mysore Sandal Soap by Karnataka Government : Bollywood News

In a major move to enhance brand visibility and expand its national footprint, the Karnataka government has appointed Bollywood actress Tamannaah Bhatia as the new brand ambassador for Karnataka Soaps and Detergents Limited (KSDL), the state-owned enterprise behind the iconic Mysore Sandal Soap.

Tamannaah Bhatia gets chosen as brand ambassador for Mysore Sandal Soap by Karnataka Government

According to an official government order issued on Wednesday, Tamannaah Bhatia will serve as the brand ambassador for a tenure of two years and two days. The association comes at a cost of Rs. 6.2 crore and is part of the brand’s strategic push to strengthen its identity within Karnataka while also aggressively entering markets outside the state.

A representative from the Karnataka government explained that Mysore Sandal already enjoys strong brand recall in Karnataka, but the current goal is to expand its reach nationally. The minister also emphasized that the decision was not influenced by any other factor apart from expansion, insisting that Mysore Sandal is a symbol of state pride and now aspires to become a jewel of the nation.

The selection of the actress was described as a well-deliberated decision by the Public Sector Undertaking (PSU) board. The minister revealed that the board consulted various marketing experts before finalizing the choice. Several key factors were considered, including the actress’s availability, social media presence, her alignment with the brand image, and the product’s target audience.

The government aims to transform KSDL into a national success story. With an ambitious goal of reaching Rs. 5,000 crore in annual revenue by 2028, the brand is gearing up for increased marketing efforts and broader outreach. The appointment of a high-profile celebrity is expected to boost consumer engagement and awareness, especially among younger and non-Karnataka demographics.

Tamannaah Bhatia’s mass appeal across language markets and her growing digital influence are seen as valuable assets in this partnership. The actress, who has not only made a mark in South Cinema but also Bollywood, while juggling between multi-lingual projects, has also showcased her ability to balance several endorsement and brand campaigns in the past. With this, she has only added yet another feather to her cap!

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