Traya takes the emotional route while creating ‘Hope For Hair’

Established in 2019, Traya is India’s first-ever hair fall solutions brand to treat hair fall internally by identifying the root cause of hair fall. With the growing burden of hair fall issues in India, the brand has developed a unique doctor-backed solution where customers can take a free hair test that helps them understand the root cause of their hair fall. Through this unique model, and harnessing the power of the three sciences – Ayurveda, Nutrition, and Dermatology – Traya works with more than 250,000 customers, with an efficacy rate of 93%. Today, the brand has a workforce of about 250 employees and strong brand tie-ups with leading e-commerce brands, Flipkart and Amazon.

The TVC starts with a joyful introduction of two families, where the matchmaker is introducing the groom to the bride’s parents. The excited bride is observing the groom from a distance along with her brother, actor Raj Kummar Rao when she suddenly witnesses the groom’s receding hairline and looks down with disappointment. Offering a helping hand, Rao diverts the bride’s attention towards Traya’s doctor-backed treatment for hair fall. Looking at the assurance offered by the brand with a 93% success rate, the bride begins to feel more hopeful. Subtly, Raj Kummar Rao indicates to the bride that she needs to focus on the inner qualities of the groom and leave the receding hairline for Traya. The blushing bride agrees to take this marriage forward with #HopeForHair.

In conversation with Adgully, Saloni Anand, Co-founder, Traya, speaks about the company’s marketing and brand communication strategy, choosing marriage as the focal point of the campaign, connecting with people on an emotional level, and more.

Could you share the story behind Traya’s first-ever ad campaign and how it aligns with the brand’s commitment to its consumers?

Our first-ever ad campaign, ‘Hope for Hair’, is based on a powerful consumer insight we obtained. People have lost faith in their hair and believe that hair loss is an inevitable part of aging that cannot be reversed. The hair industry is dominated by brands selling shampoos and conditioners that are ineffective. Regardless of the hair fall shampoo they use, people have stopped expecting any regrowth due to years of disappointment. We focused our campaign on this insight, specifically targeting male consumers who have an even stronger belief that balding is irreversible.

What is the specific aim of this campaign in terms of building association and recall for the Traya brand among young adults who are seeking hair fall solutions for marriage purposes?

The reason we chose marriage as the focal point of our campaign was not solely for creating brand recall or visibility. Our decision was based on the core target audience we wanted to engage with 25 to 30-year-old Indian individuals. The average age of our Traya customers remains around 27 years old. Hair loss is no longer seen as a problem only associated with old age; it has become a concern for young Indians. As marriage is often top of mind for individuals in this age range, we saw it as a relevant and relatable context to address.

As a brand, we approach this issue with great sensitivity and avoid instilling fear. We intended to use the topic of marriage because it resonates with our consumers while ensuring we handle it delicately. Hence, we crafted a storyline that revolves around a conversation between a brother and a sister. Our aim was not to portray a scenario where a girl rejects a bald man for marriage. Instead, we carefully maintained a light and heartwarming narrative, highlighting the beautiful bond between siblings, while initiating a conversation about hair concerns.

Could you provide insights into the different marketing strategies and channels employed by Traya to amplify the #HopeForHair campaign?

Traya is a digital marketing-focused brand operating exclusively online. We have leveraged various digital marketing channels, including YouTube, Google, Facebook, as well as organic and inorganic channels, to spread our message of creating hope and encouraging people not to give up on their hair. We wanted to convey that there is finally a solution available that can assist in addressing hair loss. The decision to pursue treatment, however, remains entirely optional. We assure you that our treatment is devoid of any side effects and has been proven effective in combating hair loss. Our confidence in making this claim stems from the extensive data we have collected over the past three years from Indian men within a specific stage and age range. This data allows us to confidently assert the positive outcomes of our treatment.

What growth or expansion opportunities does Traya anticipate for the brand following the launch of this ad campaign?

First and foremost, we envision this campaign to have a lasting impact, as we plan to build upon its success over an extended period. This film serves as our initial launch, with a second phase set to be unveiled in the near future. Thus, it is designed as an annual brand campaign, so it is premature to assess its overall performance at this stage. However, we can share some insights.

Our primary message to people is simple: don’t give up on your hair. If hair loss is affecting you, rest assured that achieving a healthy head of hair is within reach. We aim to explain why previous attempts at addressing hair loss have fallen short, presenting this as a secondary layer of communication. Our brand collaborates with doctors to create informative content, emphasising that a mere shampoo or conditioner is insufficient for proper hair treatment. Hair care requires an internal approach and a dedicated regimen.

This leads us to the third layer of communication, where we introduce Traya. We believe it is essential to educate consumers about the reasons behind the ineffectiveness of other products before diving into sales pitches. By establishing transparency and fostering consumer trust, we gradually guide individuals toward understanding why Traya stands apart. Eventually, we provide them with the necessary information to tackle their hair concerns effectively.

Why did Traya choose to approach the ad campaign from an emotive standpoint? What benefits or impact does the brand expect from this approach?

We strive to convey a message of care throughout our campaign. We want to assure people that hair loss is a space where they can find support and solutions. Our intention is not to focus on the idea that a person won’t find a partner due to their hair loss, but rather to emphasise that there are viable options available for addressing their concerns.

Given the emotional nature of the topic, we recognised the importance of connecting with people on an emotional level. This informed our decision to adopt a positive and optimistic tonality, which resonates with individuals who are navigating this journey. We aim to inspire hope and provide reassurance, creating a sense of emotional connection rather than relying on fear-based tactics.