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.
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." At the centre of the campaign is Karthika Shampoo's proposition of offering five times more conditioning, powered by ingredients such as Hibiscus, Shikakai and Kunkudukai, reinforcing the brand's longstanding association with nature-inspired haircare solutions.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