Mumbai, 7th April 2026:  In a category where every brand claims results, Traya is doing something no brand has done before - handing the proof entirely to the internet.

Introducing #ProofHaiBoss, a first-of-its-kind creator-led campaign where storytellers from across India are each paired one-on-one with a real, verified Traya customer and given complete creative freedom to document their transformation story. No scripts. No brand briefs. No altered before-and-afters. Just honest conversations, creative storytelling, and one question answered: does it actually work?

The insight: "Kaam karta hai kya?"

Every Traya employee - from the co-founder to the newest intern hears the same question: "Kaam karta hai kya? Does it actually work? Sach me kaam karta hai kya?” It comes from consumers who've been burned by oils, shampoos, and serums that promised hair regrowth and delivered nothing. The hair loss category has a credibility problem. Traya isn't fighting other brands. It's fighting the disbelief that hair once lost cannot be grown back.

#ProofHaiBoss was built to answer that disbelief - not with louder claims, but by stepping back entirely and letting real customer hair transformation stories do the talking.

How it works

The campaign is open to everyone - creators, individuals, agencies, artists, filmmakers, comedians, storytellers, or anyone on the internet with an Instagram account.
The participants apply by filling the contest registration form published by Traya which requires their Instagram handle and showcase of their best work till now. Traya's campaign team shortlists applicants and then matches each selected storyteller one-on-one with a verified Traya customer.
The participant’s job: spend time with their customer and produce one piece of content bringing  that customer’s story to life. This can be made in whatever format feels true to the entrant’s  style. It could be a documentary, a comedy sketch, a rap, a mockumentary, an emotional interview or anything that feels true to their creative style (which does justice to the real customer journey with Traya). The format is completely open. The only brief is the truth.

All entries are posted as Instagram Reels using #ProofHaiBoss #TrayaReviews #TrayaRealReviews and tagging @traya.health. The post needs to have an invite for collaboration with @trayareviews and @traya.health. Over 15 days, a combination of Instagram metrics (highest engagement + views) and Traya jury evaluation determines the winner.

The prize

The storyteller whose content generates the highest engagement wins a price amount of ₹25,00,000.

Real customers at the centre

The campaign is designed to bring real proof live while giving visibility, recognition, and value to the real people behind the transformation - not just the storytellers documenting it. Selected entries will also be amplified across Traya's digital platforms. 

Speaking about the launch, Saloni Anand, Co-Founder, Traya Health said:

"When someone asks 'does it actually work?' - that's not a question about Traya. It's the disbelief of someone who's tried everything and watched nothing work. #ProofHaiBoss is built on that. We've matched  each one  with real customers who've seen real results and given them complete creative freedom to tell those stories honestly. No briefs, no brand language. Because in an industry where trust has been broken by years of empty promises, the most credible thing we can do is step aside and let the proof speak for itself."

Campaign at a glance

• Campaign type: User Generated Content - social proof at scale

• Prize: ₹25 lakh for the winning creator

• Platform: Instagram

• Hero hashtag: #ProofHaiBoss

• Registrations open: 4 April 2026

• Registrations close: 12 April 2026

How to participate

1. Fill the form with their best work and Instagram handle 

2. Get shortlisted by Traya's campaign team

3. Get matched one-on-one with a real Traya customer

4. Create your story in any format

5. Post as an Instagram Reel using #ProofHaiBoss #TrayaReviews #TrayaRealReviews, co-collaborating with @trayareviews and sending a collaborator invite to @traya.health

Register now: REGISTRATION LINK

Campaign link: #ProofHaiBoss

Hashtags: #ProofHaiBoss #TrayaReviews #TrayaRealReviews

About Traya

Traya is a science-backed hair loss treatment brand offering customised treatments that combine Ayurveda, Dermatology  and Nutrition  to treat hair loss at its root cause.