The state-owned Karnataka Soaps & Detergents Ltd ( KSDL) has signed up with popular actor Tamannaah Bhatia for a fee of Rs 6.2 crore for two years.
KS&DL produces the state's flagship Mysore Sandal soap, among the other things.
Industries Minister MB Patil said the filmstar had been roped in to expand the global reach of the KSDL's wide range of products. The actress’s wide appeal, strong digital presence, and her ability to connect with the younger generation weighed on the decision in her favour, the minister said.
A lot of research and discussions followed the decision, Patil said. “Other leading celebrities such as Deepika Padukone, Rashmika Mandanna, Pooja Hegde, and Kiara Advani were also considered. However, after evaluating factors like ongoing brand endorsements, availability, and associated costs, Tamannaah was selected for her strong pan-India appeal, reasonable engagement terms, and remarkable digital reach with over 28 million followers,” he said.
Marketing experts felt that her persona resonated well with younger audiences and aligned with KSDL’s brand values of quality, heritage, and contemporary relevance, he said.
The KS&DL recorded a turnover of Rs 1786 crore for the fiscal year 2024-25, out of which around Rs 1,430 crore or four-fifths, came from Karnataka, Andhra Pradesh, Telangana, Tamil Nadu, Kerala, and Maharashtra. “Our target is to reach Rs 5,000 crore in sales by 2030, and in this context, a strong marketing strategy becomes vital. This appointment was made based on recommendations from marketing experts,” Patil said.
“This endorsement is only one part of a much broader strategic transformation currently underway at KSDL.” The company is not only profitable but has also been contributing dividends to the government. Efforts are being made to expand into Middle Eastern and European markets. As part of its strategy, 435 new distributors are being appointed to strengthen KSDL’s pan-India and international distribution network. Simultaneously, steps are being taken to enter modern trade and e-commerce channels, with a focused target of Rs 500 crore, along with an export goal of ?150 crore to improve global reach, Patil said.
“It is a matter of pride that a government enterprise like KSDL has grown to the extent of establishing a unit in Vijayapura. We are also working on improving packaging appeal to enhance the brand’s value,” he said.
KSDL Chairman Appaji Nadagouda said actor Tamannaah’s appointment was based purely on marketing criteria, and the government was committed to taking this 109-year-old state enterprise to even greater heights.
KS&DL produces the state's flagship Mysore Sandal soap, among the other things.
Industries Minister MB Patil said the filmstar had been roped in to expand the global reach of the KSDL's wide range of products. The actress’s wide appeal, strong digital presence, and her ability to connect with the younger generation weighed on the decision in her favour, the minister said.
A lot of research and discussions followed the decision, Patil said. “Other leading celebrities such as Deepika Padukone, Rashmika Mandanna, Pooja Hegde, and Kiara Advani were also considered. However, after evaluating factors like ongoing brand endorsements, availability, and associated costs, Tamannaah was selected for her strong pan-India appeal, reasonable engagement terms, and remarkable digital reach with over 28 million followers,” he said.
Marketing experts felt that her persona resonated well with younger audiences and aligned with KSDL’s brand values of quality, heritage, and contemporary relevance, he said.
The KS&DL recorded a turnover of Rs 1786 crore for the fiscal year 2024-25, out of which around Rs 1,430 crore or four-fifths, came from Karnataka, Andhra Pradesh, Telangana, Tamil Nadu, Kerala, and Maharashtra. “Our target is to reach Rs 5,000 crore in sales by 2030, and in this context, a strong marketing strategy becomes vital. This appointment was made based on recommendations from marketing experts,” Patil said.
“This endorsement is only one part of a much broader strategic transformation currently underway at KSDL.” The company is not only profitable but has also been contributing dividends to the government. Efforts are being made to expand into Middle Eastern and European markets. As part of its strategy, 435 new distributors are being appointed to strengthen KSDL’s pan-India and international distribution network. Simultaneously, steps are being taken to enter modern trade and e-commerce channels, with a focused target of Rs 500 crore, along with an export goal of ?150 crore to improve global reach, Patil said.
“It is a matter of pride that a government enterprise like KSDL has grown to the extent of establishing a unit in Vijayapura. We are also working on improving packaging appeal to enhance the brand’s value,” he said.
KSDL Chairman Appaji Nadagouda said actor Tamannaah’s appointment was based purely on marketing criteria, and the government was committed to taking this 109-year-old state enterprise to even greater heights.
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