Chennai: CavinKare’s hair care brand CHIK has unveiled a new television commercial for CHIK Egg White Protein Shampoo, highlighting the benefits of protein nourishment for healthier and stronger-looking hair.
The campaign focuses on the shampoo’s “double protein nourishment” proposition, positioning the product as a solution that helps prevent hair fall while delivering five times more conditioning for smoother, softer, and more manageable hair.
Targeted at young consumers and homemakers, the TVC addresses everyday hair concerns through a relatable narrative centred around nourishment-led hair care. The commercial highlights the role of egg white protein in supporting daily hair health while reinforcing the product’s affordability and accessibility.
Speaking about the campaign, Rajat Nanda, Business Head – Personal Care at CavinKare, said, “Consumers today are increasingly seeking hair care solutions that go beyond cleansing and deliver nourishment benefits. With this campaign, we wanted to communicate the role of protein care in a simple, relatable, and engaging manner while strengthening CHIK Egg White Shampoo’s positioning as an effective everyday hair care solution.”
The campaign is currently being aired across television channels in Uttar Pradesh, Madhya Pradesh, Rajasthan, and Tamil Nadu in regional language formats including Hindi and Tamil. The TVC has also been released on YouTube as part of the brand’s wider digital outreach strategy.
With the latest campaign, CHIK continues to strengthen its positioning in the mass hair care segment by focusing on nourishment-based solutions tailored to everyday consumer needs.
