New Delhi: At-home salon services platform Yes Madam has partnered with Bigg Boss contestant Tanya Mittal for a new digital advertising campaign, marking one of her earliest brand associations following her exit from the reality show. The collaboration also represents Tanya’s first brand partnership post Bigg Boss.
The campaign promotes Yes Madam’s Korean at-home salon services and creatively builds on a viral dialogue associated with Tanya during the show — “Korea Jaana Hai” — reimagining it within a narrative that taps into the growing consumer interest in Korean beauty and skincare routines. The digital film highlights the ease and convenience of professional salon services delivered at home, while referencing contemporary beauty trends.
Speaking about the collaboration, Akanksha Vishnoi, Co-founder of Yes Madam, said, “Onboarding fun, dynamic personalities is always exciting for us, and with Tanya, the timing truly couldn’t have been better. Her vibe and confidence align perfectly with the spirit of Yes Madam. The collaborations like these feel exciting and help us connect with our audience in a more relatable and joyful way.”
The association reflects Yes Madam’s moment-led marketing strategy, which focuses on leveraging cultural relevance and timely partnerships to engage younger, entertainment-savvy audiences. The brand has previously executed early-stage collaborations with emerging cultural figures across digital platforms.
The campaign is being rolled out as a digital-first initiative across social and video platforms, targeting audiences actively engaging with entertainment-led content and evolving beauty conversations.
