Karthika Shampoo, the heritage hair care brand from CavinKare, has launched a new television commercial centred on the relationship women have with their hair, positioning it as a symbol of confidence, identity and self-expression. The campaign combines culturally familiar hair care traditions with a contemporary narrative designed to resonate with younger consumers seeking products that blend natural ingredients with modern conditioning benefits.
The television commercial, titled 'My Braid My Pride', is set against the backdrop of a vibrant competition and follows a young woman who confidently showcases her long braid, drawing admiration from those around her. Through relatable storytelling and visually rich scenes, the film highlights the enduring connection between hair, identity and confidence across generations of women.
The campaign builds on a long-standing visual association between the Karthika brand and braided hair. According to Rajat Nanda, business head – personal care at CavinKare, the braid remains a key brand asset while also supporting a broader brand positioning.
Nanda 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 creative approach aligns the campaign with the brand philosophy 'My Life… My Choice… My Karthika', which focuses on women’s independence and personal choices. Through this messaging, the campaign seeks to extend Karthika’s positioning beyond functional hair care and into broader themes of empowerment and self-expression.
At the product level, the television commercial reinforces Karthika Shampoo’s proposition of delivering five times more conditioning. The communication highlights the inclusion of hibiscus, shikakai and kunkudukai, ingredients that have long been associated with traditional herbal hair care and remain central to the brand’s identity. These ingredient cues are woven into the narrative to strengthen Karthika’s positioning as a nature-inspired hair care solution while addressing contemporary consumer expectations around manageability and conditioning.
The film concludes with a Karthika Shampoo pack shot and brand sign-off, ensuring strong product visibility and reinforcing brand recall. By combining emotional storytelling with product messaging, the campaign aims to balance brand-building objectives with functional communication.
The campaign is currently being aired across television channels in Tamil Nadu, Karnataka, Andhra Pradesh and Telangana in regional languages. In addition to television, the communication will be amplified through digital and social media platforms to increase reach and engagement among consumers.
With 'My Braid My Pride', Karthika Shampoo continues to leverage its heritage credentials while adapting its messaging for a new generation of consumers, using storytelling, cultural relevance and product benefits to strengthen its presence in the hair care category.
