Mysore Sandal's star gamble

The recent appointment of Bollywood actress Tamannaah Bhatia as brand ambassador for the iconic Mysore Sandal Soap by Karnataka Soaps & Detergents Limited (KSDL) has ignited a debate. The decision highlights the complex challenge of marketing heritage brands deeply rooted in regional identity within an increasingly globalised marketplace—particularly when the chosen face lacks inherent ties to the brand’s origin. This move has prompted sharp questions about the need to prioritise local talent and honour the emotional connection generations of loyal consumers have formed with this cherished brand.

Concerns have emerged over the reported allocation of Rs 6.2 crore to a celebrity with no direct link to Karnataka, with some calling for the revocation of the contract. Critics argue that these funds could instead be invested in promoting regional artists and strengthening the brand’s core identity. While celebrity endorsements have become a hallmark of modern marketing, they are also accompanied by considerable scepticism.

Supporters of KSDL’s strategy cite Tamannaah’s pan-India popularity as a means to reach markets beyond the brand’s traditional southern base. However, for heritage brands like Mysore Sandal Soap, such endorsements may carry inherent risks. These include a perceived disconnect between the celebrity and the brand’s established values, the threat of reputational damage if the endorser is involved in controversy, and the potential alienation of a loyal consumer base that values authenticity and local connection.

Amid this ongoing debate, it is important to acknowledge KSDL’s proven track record. Even without a high-profile ambassador in recent years, the company has posted remarkable financial achievements. In the fiscal year 2024-2025, KSDL reportedly recorded a turnover of approximately Rs 1,785 crore and a net profit exceeding Rs 415 crore—driven by sales of over 43,144 metric tonnes of soaps and detergents. The company also saw a 17% growth in the FMCG sector during this period.

These numbers affirm the brand’s strong market presence and profitability, built on product quality, heritage, and consumer loyalty, particularly in the southern states where it commands a considerable market share. Notably, 82% of KSDL’s current sales come from outside Karnataka, suggesting that the brand already enjoys organic national appeal, developed over decades without relying on a celebrity face.

Given this demonstrated success, rooted in decades of quality and heritage, the existing brand equity indicates that alternative strategies could potentially offer an effective and resonant path forward for KSDL.

One compelling alternative lies in the strategic use of a brand mascot. Unlike celebrities, who are external figures with potentially fleeting relevance and whose image is separate from the brand, brand mascots are carefully crafted representations entirely controlled by KSDL. This allows for consistent messaging, a unique, memorable visual identity deeply tied to the brand’s heritage, and the capacity to build enduring emotional connections with consumers, often evoking nostalgia and a sense of local familiarity that a non-local celebrity might struggle to create.

Prominent Indian brands, like Amul, have achieved iconic status and widespread recognition for decades without celebrity endorsements, building their identity around consistent quality and a renowned mmascot – theUtterly Butterly Amul Girl.

This success indicates a possibility for venerable brands like Mysore Sandal to leverage inherent brand values and consistent messaging through a memorable mascot or campaign, potentially offering a more authentic and locally resonant approach and perhaps reducing the risks associated with celebrity endorsements.

The current situation marks a pivotal juncture for KSDL, as the chosen promotional strategy is poised to significantly influence its future trajectory. As the company aims for growth while acknowledging the profound emotional connection to its roots, the decision of whose image represents the brand carries substantial weight, with the capacity to either strengthen its bond with loyal consumers and foster authentic expansion or risk alienation and a dilution of its cherished identity.

Ultimately, the enduring question remains for this iconic product: what face truly embodies the soul of Mysore Sandal Soap, resonating authentically with its heritage while paving the way for its global future? The path forward necessitates a judicious blend of ambition and authenticity, ensuring that the very essence of Mysore sandal continues to captivate hearts both in its homeland and across the world, with a representation that truly reflects its cherished legacy.

(The author is an independent writer)