Yes Madam has partnered with Bigg Boss contestant Tanya Mittal following her exit from the show. The collaboration marks one of her early post-show brand associations this season. The brand has onboarded Mittal to promote its Korean at-home salon services, making this her first brand collaboration after Bigg Boss.
The campaign is based on a dialogue associated with Mittal during the show, 'Korea Jaana Hai', which has been adapted into a narrative linked to interest in Korean beauty and skincare. The digital film focuses on at-home salon services and references current beauty routines.
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 is part of Yes Madam’s marketing strategy that includes moment-led partnerships. The brand has previously worked with emerging cultural figures at an early stage.
The campaign is being rolled out as a digital-first initiative across social media and video platforms, targeting audiences engaging with entertainment-related content.
Watch the campaign here.
