Karthika’s New Festive Film Celebrates Inner Radiance Through the #BraidOfLight Campaign

CavinKare’s haircare brand Karthika has launched a new digital film as part of its festive #BraidOfLight campaign to mark Karthigai Deepam, turning the spotlight on the idea of inner radiance and cultural pride. Rooted in tradition yet told through a contemporary visual lens, the film draws a parallel between the glow of festival lamps and the quiet strength carried by women, symbolised through the simple elegance of a braid.

The narrative follows a woman who grew up in a village without electricity and later returns after bringing light to her home through her own innovation. In a deeply symbolic moment, she switches off all electric bulbs so that the flame of the Karthigai Deepam can shine in its purest form. The story underscores the thought that while progress can illuminate spaces, the brightest light is the one that comes from within. Set against visuals of glowing lamps, intricate kolams, and festive rituals, the film reflects how tradition and personal journeys intersect, positioning the braid as an everyday expression of heritage, dignity, and inner confidence.

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The campaign extends beyond the film into a user-generated contest inviting women to showcase their festive braid styles along with their Karthika Shampoo bottles and Deepam décor on Instagram using the hashtag #BraidOfLight. Participants are asked to tag the brand’s official handle while sharing their festive creativity. The most visually striking entries will be rewarded with Amazon gift vouchers worth ?10,000, with additional selected winners receiving vouchers valued at ?5,000, encouraging wide participation during the peak festive period.

Rajat Nanda, Business Head – Personal Care at CavinKare, noted that Karthigai Deepam embodies values that closely align with what the Karthika brand stands for — continuity, tradition, and self-belief. He shared that the film and the accompanying contest are designed to celebrate the inner light that every woman carries and to invite consumers to become an active part of that celebration by expressing themselves through cultural rituals and personal styling.

The #BraidOfLight campaign is being rolled out across Tamil Nadu and Andhra Pradesh and is designed to build stronger emotional connections with consumers by blending beauty with storytelling rooted in everyday traditions. With the contest open until December 7, 2025, the campaign aims to create a vibrant festive community moment where personal stories, creativity, and cultural pride come together — highlighting how beauty can be both expressive and deeply meaningful during moments of celebration.