Mumbai: At-home beauty and wellness platform Yes Madam has unveiled a new digital campaign featuring television icon Shweta Tiwari, continuing its run of high-impact celebrity collaborations. The campaign follows the brand’s recent associations with Ekta Kapoor, Sakshi Tanwar, Anita Hassanandani and others.
Tapping into pop-culture nostalgia, the campaign recreates the iconic washroom scene from Zindagi Na Milegi Dobara, reimagined with a contemporary beauty-led narrative. The film features Shweta Tiwari alongside Akanksha Vishnoi, Co-founder of Yes Madam, blending familiarity, humour and modern-day self-care while staying true to the emotional essence of the original cinematic moment.
In the video, Shweta Tiwari is seen promoting Yes Madam’s Korean range of at-home salon services, casually sharing her go-to routine for achieving natural blush and glowing skin. Set within a light-hearted, conversational format, the narrative highlights the convenience and effectiveness of professional beauty treatments delivered at home, positioning them as an effortless part of everyday life.
The campaign struck an immediate chord with audiences, driven by its nostalgic reference, relatable storytelling and contemporary self-care messaging. The familiar scene, paired with humour and pop-culture recall, helped the film resonate across digital platforms.
Amplifying the buzz, Shweta Tiwari’s Instagram caption read, “Zindagi Na Milegi Dobara”, so I conspired a little glow-up fun with AK with “AK” referring to Akanksha Vishnoi. The playful caption sparked curiosity and conversation among followers, further extending the campaign’s digital reach and engagement.
Speaking about the collaboration, Akanksha Vishnoi, Co-founder of Yes Madam, said, “We’ve always believed in creating campaigns that feel familiar, warm, and rooted in culture. Working with Shweta was special because she brings authenticity and nostalgia together so effortlessly. Recreating a scene people genuinely love, while weaving in self-care and beauty, felt like a natural extension of the Yes Madam story.”
