Traya has rolled out a campaign, ‘Umeed Nahi Yakeen Karo’ (believe, not hope), featuring screenwriter, lyricist and poet, Javed Akhtar, to bring to life the brand’s commitment to scientific efficacy and trust, ultimately leading to real results.

The campaign features an ad film narrated by Akhtar, capturing the emotional journey of men struggling with hair loss - a battle often filled with frustration and false hope. It highlights the universal desire to reclaim one’s youthful appearance while portraying the trials of ineffective home remedies and quick-fix solutions found online. Just as disappointment sets in, it depicts how Traya can be a game-changer. The film concludes by spotlighting the brand’s latest clinical study, reinforcing its promise of real, science-backed results.

What we think about it: With its quirky and relatable storytelling, the film not only strengthens the brand’s clinical credibility but also strikes an emotional chord. By blending science with real human experiences, it reassures those who’ve struggled with ineffective solutions that hair regrowth isn’t a gamble but a proven reality.

Saloni Anand, co-founder, Traya, said, "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. 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."

This campaign was rolled out across social media platforms such as YouTube, Facebook and Instagram.