Chennai: CavinKare's heritage haircare brand Karthika Shampoo has launched a new television commercial that blends traditional haircare values with contemporary themes of individuality, confidence and self-expression.
The latest campaign reflects the increasing demand among young consumers for haircare products that combine the familiarity of natural ingredients with modern conditioning benefits. The film uses a culturally resonant narrative to position hair as an important symbol of identity and personal pride across generations. Set around a lively competition titled 'My Braid My Pride', the TVC follows a young woman confidently showcasing her long braid, drawing admiration from those around her. Through visually engaging storytelling, the campaign highlights the emotional connection women share with their hair and reinforces the role of hair in shaping self-confidence and individuality.
Rajat Nanda[/caption] Speaking about the campaign, Rajat Nanda, Business Head - Personal Care at CavinKare, said, "For Karthika, the braid has always been more than just a hairstyle - it has been a strong visual identity of the brand for many years and a symbol of pride, confidence, and individuality for women across generations. While 'My Braid My Pride' celebrates this emotional connection women share with their hair, the brand today is evolving into a larger philosophy of 'My Life… My Choice… My Karthika'. It is a celebration of the confidence, resilience, strength, and independent spirit of today's women. As women continue to transform and redefine themselves, Karthika as a brand wants to celebrate that journey, with hair continuing to remain at the heart of self-expression and identity."The company said the campaign aims to connect with young women looking for manageable and well-conditioned hair while remaining rooted in familiar beauty traditions. The film concludes with the product pack shot and brand sign-off to strengthen brand recall and product visibility. The campaign is currently airing across television channels in Tamil Nadu, Karnataka, Andhra Pradesh and Telangana in regional languages and will also be amplified through digital and social media platforms. https://youtu.be/Dx_y2F_epTQ