Traya has introduced #ProofHaiBoss, a creator-led campaign designed to showcase customer outcomes through user-generated content.
The campaign invites creators from across India to collaborate with verified Traya customers and document their hair transformation journeys. Participants are given creative freedom to present these stories in formats ranging from documentaries and interviews to sketches and other content styles.
The initiative is based on a recurring consumer concern around product effectiveness, particularly in the hair loss category. According to the company, the campaign aims to address scepticism by focusing on documented customer experiences rather than brand-led messaging.
As part of the process, interested participants are required to apply through a registration form by submitting their Instagram handle and previous work. Shortlisted creators are then paired individually with customers and tasked with producing a single piece of content based on their interaction.
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Entries are to be published as Instagram Reels using campaign hashtags including #ProofHaiBoss, #TrayaReviews and #TrayaRealReviews, along with collaboration tags. Winners will be determined over a 15-day period based on a combination of engagement metrics and internal evaluation.
The campaign offers a prize of ₹25 lakh for the winning entry. Selected content will also be amplified across Traya’s digital platforms.
Speaking about the launch, Saloni Anand, Co-Founder, Traya Health said, "When someone asks 'does it actually work?' - that's not a question about Traya. It's the disbelief of someone who's tried everything and watched nothing work. #ProofHaiBoss is built on that. We've matched each one with real customers who've seen real results and given them complete creative freedom to tell those stories honestly. No briefs, no brand language. Because in an industry where trust has been broken by years of empty promises, the most credible thing we can do is step aside and let the proof speak for itself."
The campaign opened for registrations on April 4, 2026, and will close on April 12, 2026, with participation centred on Instagram.
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