Strong narration transforms even the most ordinary message into an unforgettable experience. And health-tech brand Traya Health seems to have understood this, if the latest ad for its hair loss treatment is anything to go by.
Traya’s latest commercial takes a familiar route—calling out the fake promises made by other brands, then positioning their own services as the ‘real game changer’.
It’s the kind of ad we’ve seen before, with one major twist: the narrator.
The 1-minute-and-20-second spot, titled Umeed Nahi, Yakeen Kijiye, is a masterclass in how to turn the ordinary into extraordinary, all thanks to Javed Akhtar.
Sure, Traya could’ve hired any seasoned narrator, but they chose Akhtar—who, at the age of 80, still sports a full head of hair.
It’s not a coincidence but a clever, mindful move by the brand that adds an extra layer of credibility to its message. If anyone knows about hair care, it’s someone who’s kept theirs intact through decades.
In the ad, Akhtar talks about the all-too-familiar cycle of trying “household nuskhas” and social media miracle serums in a desperate attempt to revive hair.
Plus, Akhtar’s voice isn’t just telling a story. It’s an authoritative presence that commands attention. He has gravitas and trustworthiness, and knows how to make every word resonate deeply.
“Hota yeh hai ke baal toh nahi aate, par umeed bhi chali jati hai… Yeh umeed kya hoti hai? Umeed ka matlab hai ki shayad ho jaye. Hum aapko umeed nahi yakeen dilana chahte hain (What happens is, hair doesn’t come back but hope also is lost… What is this hope? It means maybe something will happen. We don’t want give you hope but trust and assurance),” Akhtar says as music swells in the background.
The pause before he delivers the final line is magic. It’s a lesson in voice modulation, timing, and how pauses can make words land with greater impact. Akhtar’s voice sells belief, not just the product. And in a world full of empty promises, that’s exactly what makes this ad stand out.
Ads for hair care brands have always showed that shiny, voluminous hair is just a bottle or a treatment away. They have played on confidence, youthfulness, attractiveness, and even social status.
Hardly anything has been left to say. Still, Traya Health’s new ad, created in-house, makes you want to watch the commercial again.
Here, the art of re-packaging old communication comes into play.
Whether in branding, marketing, or personal storytelling, a compelling narrative can breathe new life into old ideas, making them resonate with fresh intensity.
With the help of lyricist and screenwriter Akhtar and ace camera work, Traya Health did just that. The strong storytelling ensured that the brand’s message was not just heard but remembered.
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Real game changer
At a time when both the brand and the audience is looking for a fresh idea and new communication, it turns out that the same old story, wrapped in the right package, can feel refreshingly new.
Narration is but one pillar of this commercial. The direction was equally well executed.
The transition from darkness—representing the old ways and promises to grow back hair—to daylight—signifying hope—adds value to the visuality.
A scene doesn’t linger on for more than a few seconds. With the shorter attention span of today’s audiences, quick scenes are the right choice.
The fast-paced storytelling in the ad keeps it dynamic, allowing the brand to best convey its message to the modern audience.
Traya Health’s Umeed Nahi, Yakeen Kijiye is a masterclass for advertisers on how to revive done-to-death conversations through storytelling and camera work.
(Edited by Prasanna Bachchhav)