This Independence Day, Karthika, a heritage hair care brand, has launched a digital campaign called #VoiceofHerChoice to honor the unsung women freedom fighters who played a significant role in shaping India’s independence. The campaign uses AI-powered storytelling to bring to life the untold stories of women like Usha Mehta, Durgabai Deshmukh, Kamaladevi Chattopadhyay, and Rukmini Lakshmipathi, who made fearless choices that challenged norms and ignited change.
The campaign aims to spark an emotional connection and social conversation by blending heritage, empowerment, and innovation. It celebrates the power of choice and inspires today’s generation to make their own choices with confidence. Each frame of the AI-generated visuals is crafted to reflect the determination and individuality of these women, offering viewers an immersive glimpse into their struggles and triumphs.
According to Rajat Nanda, Business Head of Personal Care at CavinKare, the parent company of Karthika, the brand has always believed in empowering women and giving them the freedom to make their own choices. The #VoiceofHerChoice campaign carries this spirit forward by highlighting the stories of unsung women freedom fighters who helped reshape the destiny of the nation. The campaign represents Karthika’s commitment to blending legacy with innovation and creating stories that resonate emotionally and spark conversations.
By using AI to revive forgotten chapters of history, Karthika is offering a fresh lens on patriotism through women’s empowerment. The brand is reinforcing its place as a champion of heritage, individuality, and women’s empowerment, inspiring women to live by their own choices with pride. The campaign’s philosophy, “My Life. My Choice. My Karthika,” reflects the brand’s commitment to celebrating individuality and self-expression. Overall, the #VoiceofHerChoice campaign is a powerful tribute to the unsung women freedom fighters and a call to action for women to make their own choices and live life on their own terms.