Yes Madam has unveiled a new digital campaign featuring Bigg Boss contestant Tanya Mittal, marking one of her earliest brand collaborations after her exit from the reality show. The campaign highlights the brand’s Korean at-home salon services, tapping into the growing popularity of K-beauty routines and effortless self-care.

Video: https://www.youtube.com/watch?v=ENpHKma179M

Built around Mittal’s much-discussed Bigg Boss catchphrase, “Korea jaana hai,” the campaign cleverly reimagines the line to fit Yes Madam’s proposition-bringing Korean-inspired skincare and grooming experiences straight to consumers’ homes. The narrative blends pop-culture relevance with everyday convenience, positioning the platform as a modern solution for trend-forward beauty needs without the hassle of stepping out.

The collaboration reflects Yes Madam’s focus on moment-led marketing, leveraging current conversations and personalities that resonate strongly with digital-first audiences. By associating with Tanya Mittal at a time when her visibility and recall are high, the brand aims to create a relatable and engaging connection with viewers who follow entertainment and lifestyle content online.

Commenting on the association, Akanksha Vishnoi, Co-founder of Yes Madam, said, “Collaborating with fun and dynamic personalities is always exciting for us, and with Tanya, the timing felt just right. Her confidence and energy mirror the spirit of Yes Madam. Such partnerships help us engage with our audience in a more relatable and joyful way.”

The campaign is being rolled out across social media and video platforms, targeting audiences who are actively engaging with beauty trends, celebrity culture and at-home convenience. With this launch, Yes Madam continues to strengthen its presence through culturally relevant storytelling and contemporary digital collaborations.