Karthika, CavinKare’s heritage haircare brand, has introduced its new digital film and contest under the banner #BraidOfLight, and the tone is refreshingly heartfelt. Instead of leaning on glamour or staged perfection, the campaign turns the lens toward something deeper. It celebrates the quiet glow women carry within them, a radiance shaped by strength, resilience, and the stories they braid into their everyday lives.
The digital film is built around a simple yet symbolic idea. A braid is more than a hairstyle, especially in Indian culture. It represents care, identity, and memories passed down through generations. Karthika taps into this emotional anchor and reimagines the braid as a thread of light, one that reflects every woman’s inner world. Whether it is the courage to chase ambitions, the warmth with which she supports others, or the self-belief she nurtures silently, the campaign captures these facets with sincerity.
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What makes #BraidOfLight stand out is its balance of beauty and authenticity. The film moves away from the usual glossy portrayal of hair and instead celebrates the person behind it. Women from varied walks of life appear in natural, everyday moments, reminding viewers that radiance is not something applied, edited, or performed. It is something lived.
Alongside the film, Karthika has launched an interactive contest that encourages women to share their own stories of glow from within. These could be milestones, personal victories, defining experiences, or even the soft moments that shaped who they are today. By opening up this space for real narratives, the brand creates a sense of community around haircare that feels personal and honest.
CavinKare’s approach with this campaign marks a shift from product-first messaging to emotion-driven storytelling. Instead of focusing solely on benefits, it places the spotlight on the women who use the product and the inner strength they carry. It is a reminder that beauty campaigns can inspire rather than instruct, and can honour individuality without turning it into a trend.
Karthika’s #BraidOfLight initiative is more than a digital film. It is an invitation for women to celebrate themselves, their journeys, and the light they bring into the world. And with its warm storytelling and thoughtful purpose, the campaign lands exactly where it intends to, right at the intersection of identity and expression.
