Traya reposted this
By all means, see our new ad film. But also, if you have the time, read this post. For a while now, there's this word that's been bugging me. 'Hope'. It's such a powerful word, such a powerful sentiment. All of us are powered by hope. It's our driving force. And marketers know this. Which is why most of the advertising you see around you, is created to trigger that feeling. I'm not going to lie. I fell prey to that too. Our last campaign was called hashtag #HopeForHair But here's the thing with hope. You hope for things that may or may not happen. Think about it. You never hope for a sunrise. You don't hope to be hydrated when you drink water. It's taken for granted. You KNOW. How do you know for certain? Because it's based on science. And that's the journey I wanted us to take. Not just from a company perspective, not just as a branding exercise. But a belief system that goes deeper, something that seeps into our customers, our marketing community, into how brands are built for the future. Not by selling hope, but deeper conversations that help people to truly believe in something. This conversation, as you can tell, is very very close to my heart. And while this is just the first film, the idea is to build this conversation slowly, and in a sustainable way. Of course this film wouldn't have happened without Javed ji. (I still remember getting goosebumps at the recording studio as he narrated the film). Nor would it have happened without The Voice Company, when they pitched the idea to me. Or without Thea's (our wonderful director) vision and Jerrin T. Joseph who produced it for us. And for my entire team- Altaf Saiyed, Shivani Saraff, Ankur Tiwari, Snehil Jain, Avi Gandhi, for their belief in a conversation like this. I really, really hope you enjoy the film. #advertising #YakeenKarein #belief #founder #marketing
Onwards and upwards Saloni Anand!! Truly inspiring to see your vision come to life with such elegance and impact. The campaign is a masterstroke — beautifully narrated and brilliantly executed. Wishing you continued success as you take this remarkable journey to even greater heights.
Saloni Anand, an MBA and not a dermatologist, shares hair loss advice like an expert—but it all leads to pushing Traya kits. Diagnosing serious health issues via online quizzes and prescribing treatments without real doctor consultations is reckless. This isn’t healthcare, it’s just clever marketing disguised as medicine.
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Great work 👏
What a thought-provoking post! Shifting from selling hope to fostering genuine belief through science is a game-changer. Authenticity and evidence-based marketing will undoubtedly build stronger, more trusting customer relationships. Kudos to the entire team!
Loved it
Moving from hope to certainty... grounded in science, strategy, and belief, changes everything.
Kudos to Traya...giving hope to the hopeless and helping them to come back to the main stream of life.
Loved it. Reminds me of the very famous dialogue, ‘Ummeed par duniya kayam hai.’ But this beautifully changes the narrative, from Ummeed (on the edge of giving up) to Yakeen. Traya ke science par yakeen! 🙌 (Mujhe toh hai, tried and tested.)
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4moMarketing that taps into real, lived experiences resonates because it reflects authenticity. #HopeforHair isn't just a campaign—it’s a statement of empathy. Addressing sensitive topics like hair loss with dignity and hope builds not just awareness but trust. When brands move from selling to serving—by listening, understanding, and advocating—they don’t just earn customers, they earn community. This is purpose-driven storytelling at its finest.