Karthika, a heritage hair care brand from CavinKare, has launched a digital campaign called #VoiceofHerChoice to commemorate Independence Day. The campaign aims to honor the sacrifices and spirit of unsung women freedom fighters who played a significant role in India’s independence. Through AI-powered storytelling, the campaign brings to life the untold stories of women such as Usha Mehta, Durgabai Deshmukh, Kamaladevi Chattopadhyay, and Rukmini Lakshmipathi, who dared to challenge norms and ignite change.
The campaign blends heritage, empowerment, and innovation, inspiring the younger generation to celebrate the power of choice. The film features striking, AI-generated visuals that recreate pivotal moments from the lives of these women, offering an immersive glimpse into their struggles and triumphs. The campaign is designed to spark emotional connection and social conversation, echoing the brand’s philosophy “My Life. My Choice. My Karthika.”
According to Mr. Rajat Nanda, Business Head of Personal Care at CavinKare, the campaign is a testament to Karthika’s commitment to empowering women and celebrating individuality. The brand believes in giving women the freedom and confidence to make their own choices in life, and the #VoiceofHerChoice campaign is an extension of this philosophy. By using AI to revive forgotten chapters of history, the brand offers a fresh lens on patriotism through the prism of women’s empowerment.
The campaign stands out from conventional Independence Day narratives, and Karthika reaffirms its place as a brand that honors heritage, celebrates individuality, and inspires women to live by their own choices. The #VoiceofHerChoice campaign is a powerful tribute to the unsung women freedom fighters who shaped India’s independence, and it encourages women to make their own choices and live life on their own terms. With this initiative, Karthika continues to inspire women to be confident, fearless, and proud of their individuality.