Mumbai, India — Health-tech brand Traya has launched its latest brand film, Umeed Nahi Yakeen Karo!, featuring the iconic voice of lyricist and screenwriter Javed Akhtar. The film highlights the company’s science-backed approach to hair loss treatment, aiming to shift the narrative around hair restoration solutions.
The new campaign, which focuses on men struggling with hair loss, tackles the widespread frustration with ineffective home remedies and misleading marketing claims. Traya’s earlier #HopeForHair campaign sought to offer hope to those facing hair loss, but with the latest release, the brand is taking a more confident stance, emphasizing evidence-based solutions over mere hope.
Saloni Anand, co-founder of Traya, explains the shift: “Hair loss affects more than just one’s appearance; it impacts a person’s identity and self-worth. With Umeed Nahi Yakeen Karo!, we want to move the conversation from doubt to belief, encouraging people to trust in scientifically backed solutions.”
Anand adds that Akhtar’s voice was chosen for its emotional depth and authenticity, which aligns with Traya’s commitment to making hair regrowth journeys feel relatable. “His words resonate with our mission to break free from false promises and inspire consumers to embrace real, science-driven solutions. At Traya, we are not just helping people regrow their hair—we are helping them reclaim their self-belief,” she says.
The campaign film has been released across digital platforms, with YouTube being the primary medium, followed by Facebook and Instagram. Traya will also promote the film through internal communications, email marketing, and WhatsApp promotions, aiming to expand its reach across a variety of channels.
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