Chennai: CavinKare’s heritage hair care brand, Karthika, has launched a new digital film for Karthigai Deepam, celebrating inner light, cultural pride, and the timeless elegance of a woman’s braid. The campaign also features a UGC contest encouraging women to showcase their festive braid hairstyle with the Karthika Shampoo bottle and Deepam décor on Instagram using the hashtag #BraidOfLight.
The film narrates the story of a girl from a village without electricity who later brings light home through her own innovation, symbolically switching off every bulb so the Deepam flame can shine in its purity. Rich in visuals of lamps, kolams, and festive rituals, it draws a poetic parallel between external light and the inner radiance of every woman.
Speaking about the campaign, Rajat Nanda, Business Head – Personal Care, CavinKare, said, “Karthigai Deepam is a festival of radiance, continuity, and heritage, values that resonate deeply with Karthika. Through this film, we wanted to honour the inner light and cultural pride every woman carries, and invite her to express it through the beauty of her braid. Our UGC initiative brings this sentiment to life by making consumers an integral part of the celebration.”
The campaign, rolled out across Tamil Nadu and Andhra Pradesh, invites women to participate in the contest until December 7, 2025, with winners receiving Amazon Gift Vouchers worth ₹10,000 and ₹5,000, further strengthening Karthika’s emotional connection with its audience.
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