Traya marks Dussehra with ‘Andhere Mein Teer Mat Chalao’ activation

Turning the spirit of Dussehra into a message about women’s hair health, Traya, a doctor-led hair loss treatment brand, conducted an interactive on-ground activation at Sri Ramlila Ground, Dwarka, home to the tallest Ravana. Titled ‘Andhere Mein Teer Mat Chalao’, the initiative encouraged women to look beyond common assumptions about hair fall and understand the factors that may be contributing to their concerns. 

At the heart of the activation was an interactive bow-and-arrow game, where participants aimed at targets representing commonly suspected triggers of hair fall, including hard water, excessive oiling, pollution, stress and chemical salon treatments. The activity drew a parallel between shooting arrows in the dark and trying multiple shampoos, serums and DIY remedies without first understanding the underlying factors influencing hair health. 

Women who hit the designated targets won complimentary Traya kits tailored to their hair concerns. The activation also offered visitors a free Traya Hair Test, complimentary scalp scans and one-on-one consultations with Traya Hair Coaches, helping them better understand their hair and scalp profiles. 

Hair fall in women can be influenced by several factors, including genetics, hormonal changes, nutritional deficiencies, stress and lifestyle patterns. Since the contributing factors can vary from person to person, identifying them is an important first step towards making informed decisions about hair loss treatment, rather than relying solely on trial-and-error solutions. 

Speaking about the initiative, Saloni Anand, Co-founder of Traya, said, “Women are constantly exposed to quick fixes, salon treatments and viral products that promise results, often without addressing the factors that may be contributing to their hair fall. Through this Dussehra activation, we wanted to bring this conversation to life in a simple, interactive way. The message behind ‘Andhere Mein Teer Mat Chalao’ is that understanding your hair fall is the first step towards addressing it. Every woman’s hair journey is different, and the approach should begin with understanding her individual needs rather than relying on guesswork.” 

Through this initiative, Traya brought its focus on understanding the factors behind hair loss into a public setting, using the cultural context of Dussehra to make conversations around women’s hair health more accessible and encourage informed, personalised approaches to treatment.