Traya, a hair loss solutions provider, has launched a new advertising campaign featuring actor and comedian Sunil Grover. The film, which chronicles the experience of a real customer, aims to challenge the common belief in Indian households that hair loss is irreversible.
The narrative centers on a young man who encounters skepticism from an older relative, echoing the prevalent sentiment, “Baal ek baar gye toh wapas nahi aate” (Onc hair is gone, it doesn’t come back). This reflects a deeply ingrained cultural notion, frequently enough amplified by the frustration of ineffective treatments. The turning point occurs when Grover, portraying an observer, points to a wedding photograph of the protagonist, highlighting that the man’s current hair appears fuller than it did on his wedding day.This visual cue reinforces the campaign’s core message: significant hair regrowth is achievable with the appropriate strategy.
The campaign draws inspiration from the journey of Nikhil, a Traya user. In the film, Nikhil shares, “I look better now than I did in my wedding photos. losing hair isn’t easy, it took a toll on me for years. I remember hiding under a cap to cover my scalp. But today, I look better, feel better, and I couldn’t be happier. And it’s all thanks to Traya. I’ve regained my confidence and my youth.”
Nikhil’s hair loss was addressed through traya’s integrated approach, which combines Ayurveda, dermatology, and nutrition, a method the company states is supported by medical professionals.
Saloni Anand,Co-founder of Traya,commented on the campaign’s objective: “This campaign is about breaking the cycle of hopelessness that so many people feel when they experience hair loss and rewriting a belief that has held so many hostage. Nikhil’s story isn’t just inspiring,it’s proof that the right approach works. It is indeed a reminder that when we look at hair loss as an internal problem rather than a cosmetic issue, real results can be achieved. We didn’t want fiction. We wanted honesty.”
View the campaign films here: