Traya, India's pioneering health-tech brand dedicated to treating hair loss internally, has launched its latest brand film, Umeed Nahi Yakeen Karo!. The film features a compelling voiceover by the legendary lyricist and screenwriter Javed Akhtar, bringing to life Traya’s commitment to offering research-backed solutions to the problem of hair loss.
The emotional journey depicted in the campaign follows men struggling with hair loss, illustrating the frustrations of relying on home remedies or falling for quick-fix marketing gimmicks. The film moves beyond mere hope, advocating for complete belief in Traya’s effective and scientifically backed treatments. With proven clinical results, the campaign encourages viewers to place their trust in the brand’s customised solutions rather than relying on temporary fixes.
“We chose Javed Akhtar’s iconic voice for the deep emotional connection he brings. His words create a sense of authenticity that reflects our commitment to making hair regrowth journeys relatable,” says Saloni Anand, Co-founder of Traya. “This campaign is about breaking free from false promises and inspiring consumers to embrace a solution backed by science. While helping people regrow their hair, at Traya, we’re also helping them reclaim their self-belief.”
The film highlights Traya’s breakthrough clinical study, which demonstrates that the brand's customised regimen is three times more effective than the widely used 5% Minoxidil solution for hair regrowth. Traya’s approach combines Ayurveda, Dermatology, and Nutrition to address the root causes of hair loss, delivering authentic, lasting results.
With a 93% efficacy rate and over 8 lakh customers across India, Traya is at the forefront of offering personalised, science-backed hair solutions. The campaign has been launched on digital platforms, with a focus on YouTube, followed by Facebook, Instagram, and email marketing. The brand will also promote the film through internal communications and WhatsApp marketing.
