Karthika launches #BraidOfLight digital campaign celebrating women’s inner radiance

Karthika, the long-standing haircare brand from CavinKare, has unveiled a new digital film and UGC-led activation titled #BraidOfLight to mark Karthigai Deepam, one of South India’s significant festivals of illumination. The campaign draws on cultural motifs, the symbolism of inner radiance and the traditional beauty of the braid, inviting women to participate by sharing their festive hairstyles and décor on Instagram.

The film opens with the story of a young girl who grows up in a village without electricity. As an adult, she brings light to her home through her own innovation. However, during Karthigai Deepam, she consciously switches off every electric light, allowing the single flame of the Deepam to shine with purity. The narrative suggests that while progress brings many forms of illumination, the brightest light is the one that comes from within. The film is visually anchored in Deepam lamps, kolams and familiar festive rituals, creating a strong cultural resonance for viewers across Tamil Nadu and Andhra Pradesh.

The braid serves as a central creative metaphor, linking outer beauty with an inner sense of pride and strength. The storyline transitions naturally into the brand’s UGC contest, encouraging women to showcase their festive braid hairstyle alongside their Deepam décor using the Karthika Shampoo bottle. Participants are asked to upload their entries on Instagram, tag @karthika_haircare and use the hashtag #BraidOfLight. The most creative diya designs that feature the brand will win Amazon gift vouchers worth INR 10,000, while additional winners will receive vouchers worth INR 5,000.

Rajat Nanda, business head – personal care at 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.”

 

 

 

 

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A post shared by Karthika (@karthika_haircare)

The campaign aims to strengthen Karthika’s emotional equity by aligning the brand with a culturally rooted and widely celebrated festival. By using the braid as a narrative device, the brand positions its haircare proposition within a larger story of identity and heritage. The digital-first approach, coupled with consumer participation, gives the campaign strong social amplification potential in regional markets.

For advertising, media and marketing professionals, the initiative demonstrates how culturally embedded storytelling can be combined with user-generated participation to enhance brand relatability and deepen regional resonance. The use of a festival-centric narrative allows Karthika to tap into existing sentiment while placing the product within meaningful moments of celebration.

The contest, open until 7 December 2025, encourages women across Tamil Nadu and Andhra Pradesh to engage with the brand by sharing personalised expressions of festivity. As the film circulates across social platforms, Karthika places itself at the heart of a luminous tradition, reinforcing its connection to heritage while celebrating contemporary expressions of identity.