Karthika, CavinKare’s heritage haircare brand, has launched a new digital film to mark Karthigai Deepam, accompanied by a user-generated content contest titled #BraidOfLight. The campaign blends cultural nostalgia with personal expression, inviting women to share images of their festive hair braids and traditional décor on Instagram alongside their Karthika Shampoo bottle.
The digital film uses the festival’s symbolism of light and hope to tell a compelling story. It follows a young girl from a village without electricity who grows up to bring power back to her home. In a symbolic moment, she turns off the electric lights to honour the Deepam flame, reminding viewers that tradition and modernity can coexist. Throughout the film, visuals of lamps, kolams and rituals are used to highlight beauty, identity and pride, with the braided hair becoming a metaphor for inner radiance.
The contest offers Amazon vouchers worth ₹10,000 and ₹5,000 as prizes for selected entries, encouraging community participation and digital engagement.
Speaking about the launch, Rajat Nanda, Business Head – Personal Care at CavinKare, said the campaign reflects the brand’s deep connection with cultural celebration. He noted that Karthigai Deepam represents heritage and continuity, values that align with Karthika’s identity.
The campaign is being promoted across Tamil Nadu and Andhra Pradesh, with the contest open until 7 December 2025, making consumers a meaningful part of the festival’s storytelling and celebration.
