Chennai, August 16th, 2025: Honouring the spirit and sacrifice of unsung women freedom fighters this Independence Day, Karthika, the heritage hair care brand from the house of FMCG major CavinKare, today unveiled its Independence Day digital campaign #VoiceofHerChoice. Through this AI-powered storytelling, the film brings to life the untold stories of women freedom fighters whose choices shaped the nation’s independence, while powerfully echoing the brand’s philosophy My Life. My Choice. My Karthika. Designed to spark emotional connection and social conversation, the campaign blends heritage, empowerment, and innovation, inspiring today’s generation to celebrate the power of choice.
The campaign brings together history and technology through striking, AI-generated visuals that recreate pivotal moments from the lives of women namely Usha Mehta, Durgabai Deshmukh, Kamaladevi Chattopadhyay and Rukmini Lakshmipathi who, long before the freedom of modern India, dared to make choices that challenged norms and ignited change. Each frame is carefully crafted to reflect the grit, determination, and individuality of these unsung sheroes, offering viewers an immersive glimpse into their struggles and triumphs.
Speaking about the campaign, Mr. Rajat Nanda, Business Head – Personal Care CavinKare, said, “For generations, Karthika as a brand has always believed in empowering women, giving them the freedom and confidence to make their own choices in life. Our philosophy has always been about celebrating individuality and self-expression, encouraging women to live life on their own terms. With our #VoiceofHerChoice campaign, we carry this spirit forward by shining a light on the unsung women freedom fighters whose fearless choices, long before our time, helped reshape the destiny of our nation. Just as their courage inspired change, Karthika continues to stand for every woman’s right to make her own choices and embrace them with pride.”
The #VoiceofHerChoice campaign stands as a testament to Karthika’s commitment to blending legacy with innovation, creating stories that not only resonate emotionally but also spark meaningful conversations. By using AI as a creative ally to revive forgotten chapters of history, the brand goes beyond conventional Independence Day narratives, offering a fresh lens on patriotism through the prism of women’s empowerment. With this initiative, Karthika reaffirms its place as a brand that honours heritage, celebrates individuality, and continues to inspire women to live by their own choices.