₹56 crore spent on Mysore Sandal Soap ads, Tamannaah Bhatia was paid ₹6.27 crore

The Karnataka government has admitted to spending over ₹56 crore on advertising campaigns for Mysore Sandal Soap over the past two years, with major payments made to film stars.

Also read: Mysore Sandal Soap records highest-ever monthly turnover amid ambassador controversy

In a written reply during the Assembly session, the government disclosed that Karnataka Soaps and Detergents Limited (KSDL) spent ₹48.88 crore on advertising activities and an additional ₹6.35 crore on brand ambassadors. Multilingual actress Tamannaah Bhatia was paid ₹6.27 crore for endorsing the iconic soap brand, while Kannada actress Aishani Shetty received ₹15 lakh. The government also stated that ₹62.87 lakh went towards promotional reels featuring local influencers from Karnataka.

Hefty ad spending and the lack of funds for developmental works

The revelations came in response to a question by BJP MLA Sunil Kumar from Karkala, who sought details on the company’s advertising expenditure. Critics have pointed out the contrast between the hefty ad spending and the lack of funds for developmental works.

The move to rope in Tamannaah Bhatia had earlier drawn criticism, with opposition leaders questioning the need to hire an actress from outside Karnataka. However, the government defended its decision, arguing that Bhatia’s multilingual appeal was necessary to position Mysore Sandal Soap as a national and global brand.

With the official figures now on record, the debate over prioritizing advertising over development is expected to intensify in the state’s political circles.