Chennai, Dec 06th: In a festive tribute to one of South India’s most cherished traditions, Karthika, the heritage haircare brand from FMCG major CavinKare, has launched a captivating new digital film for Karthigai Deepam. The film beautifully weaves the symbolism of inner light, cultural pride, and the timeless elegance of a woman’s braid, inspiring women to participate in a special UGC contest by showcasing their festive braid hairstyle with the Karthika Shampoo bottle, along with their Deepam décor on Instagram, using the hashtag #BraidOfLight.
The film opens with the story of a girl who grew up in a village untouched by electricity. Years later, after she brought light to her home through her own innovation, she makes a symbolic choice, switching off every bulb so the flame of Karthikai Deepam can rise in all its purity. The narrative beautifully conveys that while some lights come from progress, the brightest light always comes from within. Visually rich with Deepam lamps, kolams, and festive rituals, the film draws a poetic parallel between the light around us and the inner radiance of every woman – expressed through the grace of her braid. The story then transitions seamlessly into a festive UGC contest, inviting women to share their celebration photos, tag @karthika_haircare, and use the contest hashtag . The most creative diya designs featuring the brand will win ₹10,000 worth of Amazon Gift Vouchers, and other selected winners will receive ₹5,000 Amazon Gift Vouchers.
Speaking about the campaign, Mr Rajat Nanda, Business Head – Personal Care, 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.”
The campaign, rolled out across Tamil Nadu and Andhra Pradesh, seeks to deepen Karthika’s emotional connection by placing the brand at the heart of a cherished cultural celebration. Women are encouraged to join the festivities and showcase their creativity, with the contest open until December 7, 2025, bringing a perfect opportunity to celebrate inner radiance and make their mark in this luminous tradition.
