Every few weeks, a phrase, meme or chant takes over social media, and smart brands know how to join the conversation at the right time. Real-time marketing lets a brand tap into attention that already exists instead of building it from scratch. The latest example is YesMadam, whose metro coach panels reworked trending rhyming slogans into lines for its “Korean Glow Facial.”
Those slogans came out of recent Delhi protests against rape and sexual assault, where women and students used rhyme, humour and food references to demand safer public spaces. Chants like “Ek kachori, do samosa, inn mardon ka kya bharosa?” moved from the streets to Instagram Reels, and the format quickly became part of everyday online conversation.
YesMadam picked up that familiar structure for its panels. “Ek kachori do samosa, random facials ka kya bharosa?” and “1 Jeera 2 Ajwain, random facials please resign!” keep the chantable rhythm, while every panel ends with a call to switch to its Korean Glow Facial, backed by the tagline “India’s favorite at-home salon.” Placing them inside metro coaches carried an online moment to commuters offline, where it could be read, spotted and shared again.
The lesson for marketers is that speed and cultural fluency earn attention. By recognizing a format audiences already knew and adapting it with wit, YesMadam showed how a brand can turn a viral moment into a memorable, shareable campaign. Since the chants began as a call for safety, brands that join in do best when the tone stays light and respectful toward where the format came from.
