Yes Madam has partnered with Bigg Boss contestant Tanya Mittal following her exit from the show. The brand has onboarded her to promote its Korean at-home salon services, making this her first brand association after Bigg Boss.
The campaign uses a dialogue associated with Tanya during the show, Korea Jaana Hai, and adapts it into a narrative linked to interest in Korean beauty and skincare. The digital film focuses on at-home salon services while referencing current beauty routines.
The association aligns with Yes Madam’s approach of engaging in moment-based partnerships. The brand has previously undertaken early-stage collaborations with emerging cultural figures.
The campaign is being rolled out as a digital-first initiative across social media and video platforms, targeting audiences engaged with entertainment-led content.
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.”
