CHIK, the hair care brand from CavinKare, has launched a new television commercial for CHIK Egg White Protein Shampoo, centred on the benefits of protein nourishment for healthier and stronger-looking hair.
The campaign promotes the shampoo’s proposition of double protein nourishment, highlighting benefits such as helping prevent hair fall and delivering 5x more conditioning for softer, smoother and more manageable hair. Through the campaign, the brand positions CHIK Egg White Protein Shampoo as an affordable and nourishment-led everyday hair care solution.
Targeted at young consumers and homemakers, the television commercial addresses common daily hair care concerns through a relatable narrative format. The campaign uses a youthful visual treatment to communicate the role of egg white protein in supporting everyday hair health and nourishment.
The TVC focuses on simplifying the concept of protein-based hair care for a mass-market audience while reinforcing CHIK’s positioning within the functional hair nourishment category. The communication strategy aims to connect product efficacy with everyday grooming routines and practical consumer needs.
Rajat Nanda, business head - personal care at CavinKare, said, “Consumers today are increasingly seeking hair care solutions that go beyond cleansing and deliver nourishment benefits. With this campaign, we wanted to communicate the role of protein care in a simple, relatable, and engaging manner while strengthening CHIK Egg White Shampoo’s positioning as an effective everyday hair care solution.”
The campaign is currently being aired across television channels in Uttar Pradesh, Madhya Pradesh and Rajasthan in Hindi, while Tamil-language versions are running in Tamil Nadu. The TVC has also been released on YouTube as part of the brand’s wider media outreach strategy.
With this campaign, CHIK continues to focus on expanding its communication around nourishment-led hair care while targeting regional audiences through multilingual television and digital distribution.
