‘People don’t buy soap just because of celebrities’: Actress Ramya on Mysore Sandal Soap promotion

The iconic Mysore Sandal Soap brand is facing increasing criticism in Karnataka following the appointment of popular actress Tamannaah Bhatia as its new brand ambassador. This decision has sparked a wave of discontent among local communities and industry insiders who feel that this move overlooks the rich heritage of the brand and the loyalty of Kannada-speaking consumers.

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Among the vocal critics is Sandalwood actress Ramya, who took to social media to express her disapproval. She stated that relying on celebrity endorsements to promote the soap is an outdated strategy that no longer resonates with today’s consumers. According to Ramya, people no longer buy products simply because of famous faces backing them. Instead, they value the authenticity and quality of the product itself.

Ramya also highlighted that Mysore Sandal Soap is more than just a brand, iit is a symbol of tradition and pride for Kannada people. She emphasized that the company should leverage this heritage by involving the Kannada community in its promotion efforts. “Every person who uses Mysore Sandal Soap becomes an ambassador of our culture,” she said, urging the brand to adopt innovative and organic marketing methods.

The actress further pointed out that investing taxpayer money in celebrity promotions is wasteful. Instead, companies should focus on enhancing product awareness through genuine user experiences. She cited successful brands like Apple and Dove, which have built strong connections with consumers through creative campaigns that do not heavily rely on celebrity endorsements.