Continuing its run of unconventional celebrity-led campaigns, at-home beauty and wellness platform Yes Madam has unveiled a new digital initiative featuring actor Huma Qureshi. The campaign marks the launch of ‘Beauty With Brains’, an interactive in-app game designed to test users’ skincare knowledge while offering tangible rewards such as cash discounts and a free Korean waxing service.
The initiative represents a departure from category norms, where communication typically centres on service offerings alone. By introducing a gamified format, Yes Madam positions skincare awareness as both educational and engaging, encouraging users to actively participate rather than passively consume brand messaging.
Watch the campaign here:
The campaign film features Huma Qureshi in a playful interrogation-style setting alongside Akanksha Vishnoi, Co-founder of Yes Madam. In the video, Huma quizzes Akanksha with skincare-related questions while attempting to win the game herself. The exchange highlights the simplicity of the game format, reinforcing that the challenge is designed to be approachable and accessible for everyday users.
Within the Yes Madam app, the Beauty With Brains game invites users to answer a series of skincare-based questions. Each correct response unlocks a discount, and users who successfully answer ten questions are rewarded with a free Korean waxing service. The mechanic links knowledge directly with incentives, blending learning with immediate value.
Speaking about the campaign, Akanksha Vishnoi, Co-founder of Yes Madam, said, “Beauty today is not just about appearance, it is about awareness and confidence. With ‘Beauty With Brains’, we wanted to create something that educates and engages at the same time. Collaborating with Huma felt right because she represents intelligence, confidence, and individuality, which perfectly resonates with what this campaign stands for.”
The campaign film is currently live on digital platforms.
