MAM
Hair today, yakeen tomorrow as Traya shifts the narrative on hair loss
MUMBAI: Losing hair is tough, but losing faith in solutions is tougher. Traya, India’s first health-tech brand dedicated to tackling hair loss from within, has launched its latest campaign, Umeed Nahi Yakeen Karo! (Don’t Just Hope, Believe!). With the unmistakable voice of legendary lyricist Javed Akhtar, the film urges people to move beyond fleeting hope and embrace science-backed trust in hair regrowth.
The campaign follows the familiar frustration of men battling hair loss, dabbling in home remedies, falling for flashy marketing gimmicks, and watching their hopes fade with their hairlines. But Traya offers something different: not just hope, but clinical proof. Their latest breakthrough study shows that Traya’s personalised regimen is three times more effective than 5 per cent Minoxidil alone, globally considered the gold standard for hair growth.
“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,” says Traya co-founder Saloni Anand. “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.”
With a staggering 93 per cent efficacy rate and over 800,000 customers nationwide, Traya is leading a new wave in hair loss treatment. Unlike conventional approaches, the brand combines Ayurveda, dermatology, and nutrition to address the root causes of hair loss rather than just masking the symptoms. The campaign film has been rolled out across digital platforms, including Youtube, Facebook, and Instagram, and is further amplified through Whatsapp marketing and email campaigns.
Brands
Tech Mahindra names Jeetu Anandani VP & country head – enterprise & strategic accounts
Veteran tech leader to drive enterprise growth across Australia and New Zealand
MELBOURNE: Jeetu Anandani has stepped into a larger leadership role at Tech Mahindra, taking charge as vice president and country head for enterprise and strategic growth across Australia and New Zealand.
Based in Melbourne, Anandani will steer the company’s enterprise portfolio in the ANZ region, focusing on expanding business across high-growth sectors such as retail, energy and utilities, health insurance and logistics. The move signals Tech Mahindra’s intent to deepen its presence in one of the world’s most competitive enterprise technology markets.
In his new role, Anandani will lead growth initiatives, build strategic partnerships and strengthen relationships with key stakeholders across industries. His mandate also includes accelerating business development efforts in sectors such as manufacturing, travel and logistics while helping clients navigate digital transformation and AI-led change.
The promotion caps a steady rise within Tech Mahindra. Anandani most recently served as communications, media and entertainment head for BPS across the Asia Pacific and Japan region, where he worked on expanding enterprise deals and strategic partnerships. Before that, he held the role of account director, managing key client relationships and delivery programmes.
Prior to joining Tech Mahindra in 2020, Anandani spent nearly eight years at Telstra as country manager in Mumbai, overseeing operational growth and partnerships. His earlier career includes leadership stints at Tata Consultancy Services, Vodafone and JPMorgan Chase.
With more than two decades of experience across telecom, banking and IT services, Anandani now takes the helm of Tech Mahindra’s enterprise push in ANZ, a region where demand for AI, digital transformation and large-scale technology partnerships continues to gather pace.
