Local artists, big stars – the story of 'Sandal Soap' blended at advertising expenses

A symbol of the aroma of Karnataka, Mysore Sandal Soap has retained its unique value not only across the country but also abroad. But this time the soap is more than its quality, news because of its advertising cost.

According to the government's reply to a question raised by BJP MLA Sunil Kumar in the Assembly, a total of Rs 48,88,21,350 has been spent on the promotion of Mysore Sandal soap in the last two years. This amount has been spent on the promotion of the product in domestic and international markets.

Actress Tamannaah Bhatia, who has been appointed as the brand ambassador of Mysore Sandal Soap for the period 2025-27, has been paid a total of Rs 6.20 crore. Tamannaah's pan-India image is expected to have a huge impact on the product nationwide and globally.

Ishani Shetty has been paid Rs 15 lakh, while Aishani Shetty has been appointed as another ambassador for the promotion of Mysore Sandal soap and she has been paid Rs 15 lakh. Apart from 62.87 lakh film stars, local artistes from Karnataka have also been used in the advertisements. Nimika Ratnakar, Srinivas Murthy, Sanya Iyer, Aradhana.R.

These artists have appeared in television advertisements, digital reels and a total expenditure of Rs.62.87 lakhs has been incurred on their services. By appointing pan-India actress Tamannaah as the ambassador, the aim is to bring more value to the brand and influence in the market.

The issue of spending Rs 48.88 crore on the promotion of Mysore Sandal soap has now become the centre of public debate. While Tamannaah's remuneration of Rs 6.20 crore raises questions on one side, the fact that local artists have also been given a chance has been appreciated on the other side.