Mumbai: Traya, A health-tech brand specializing in holistic hair loss treatment, has unveiled its latest brand film, Umeed Nahi Yakeen Karo!—a compelling narrative that urges people to shift from mere hope to unwavering belief in science-backed hair regrowth solutions. The film is narrated by legendary lyricist and screenwriter Javed Akhtar, whose powerful voice amplifies Traya’s message of trust, authenticity, and proven results.
The campaign delves into the emotional journey of individuals grappling with hair loss, often facing a cycle of disappointment—from home remedies (ghar ke nuskhe) to misleading quick-fix solutions. Traya’s scientifically validated approach challenges this uncertainty, offering personalized treatments that are clinically proven to work.
Since its inception, Traya’s #HopeForHair campaign has instilled optimism in those struggling with hair loss. Now, armed with extensive clinical results, the brand is shifting the narrative from hope to yakeen (unwavering trust). The latest film spotlights the brand’s breakthrough clinical study, demonstrating that Traya’s customized regimen is three times more effective than 5% Minoxidil alone, the globally recognized molecule for hair growth. By integrating Ayurveda, Dermatology, and Nutrition, Traya goes beyond temporary solutions, treating hair loss at its root cause.
“Hair loss affects more than just appearance—it impacts one’s sense of identity and self-worth. With our Umeed Nahi Yakeen Karo! campaign, we want to shift the conversation from doubt to faith, encouraging people to believe in genuine solutions,” said Saloni Anand, Co-founder of Traya. “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. 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.”
With a 93% efficacy rate and a customer base exceeding 8 lakh across India, Traya continues to revolutionize the hair care industry. The campaign film has been launched across digital platforms, with a primary focus on YouTube, Facebook, and Instagram, ensuring widespread reach. Additionally, Traya is leveraging internal communications, emailers, and WhatsApp marketing to further amplify the film’s impact.
