Ad Campaigns
Traya and Rajkumar Rao reunite for #HopeForHair campaign
Mumbai: Traya, India’s first-ever health-tech brand committed to treating hair loss internally, is thrilled to announce the extension of its revolutionary campaign, #HopeForHair, taking a deeper dive into its holistic approach to hair health.
Building on the remarkable success of the first campaign film released last year, the new series of films, seeks to inspire the development of consistent habits among customers to follow the Traya treatment plan for holistic solutions. The latest film demonstrates how the Traya treatment consistently addresses the root cause of hair loss over time, showcasing its lasting effectiveness.
The campaign film once again stars Rajkumar Rao, aiming to strengthen Traya’s presence in the Hindi-speaking market. In this segment, Traya pivots the narrative towards cultivating consistent habits for enhancing internal health.
The first leg of the film, launching today, shows Rao as a gym instructor, focusing on the similarity between achieving fitness results through consistent workouts with professional guidance and addressing hair loss. It introduces Traya’s hair coach offering, drawing parallels to the gym trainer, who ensures continuous customer support throughout the course of the Traya treatment for optimal results.
Speaking on the new campaign film, Traya co-founder Saloni Anand said “The #HopeForHair campaign is Traya’s effort to shift people’s perspective on hair loss. The initial campaign film with Rajkumar Rao instilled hope by showcasing transformative results for hair loss. Our goal is to enhance awareness that, although our solution is effective, consistent adherence to the treatment is crucial, and Traya’s hair coach is there to support individuals throughout their journey. At Traya, our mission is to offer a reliable, long-term solution to hair loss.”
The first leg of the campaign film has been released across digital platforms with a primary focus on YouTube, followed by social media platforms such as Facebook and Instagram. Beyond social media platforms, the film will be further promoted by the brand via internal communications, emailers, and WhatsApp marketing. Additionally, it will be amplified across various digital media and the brand’s web page in varied languages such as Tamil, Telugu, Marathi, and Bengali.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
