Mumbai: At-home beauty and wellness platform Yes Madam has launched a new digital campaign featuring television star Shweta Tiwari, continuing its strategy of leveraging familiar faces and relatable storytelling to connect with modern consumers. The campaign marks another step in the brand’s growing portfolio of celebrity collaborations, following previous associations with well-known personalities from the Indian entertainment industry.
The newly released digital film draws inspiration from a popular pop-culture moment, creatively reimagining an iconic washroom scene from the Bollywood film Zindagi Na Milegi Dobara. Instead of a direct remake, the scene is adapted to fit a contemporary beauty narrative, blending nostalgia with humour and everyday self-care. The familiar setup instantly resonates with viewers while delivering a fresh and engaging message.
Shweta Tiwari appears in the campaign alongside Akanksha Vishnoi, Co-founder of Yes Madam, creating a natural and conversational flow that feels authentic rather than promotional. The film highlights Yes Madam’s Korean at-home salon services, with Tiwari casually sharing her preferred routine for achieving a natural glow and healthy-looking skin. The approach subtly reinforces the idea that professional beauty treatments can be seamlessly integrated into daily life without the need to step out.
Designed for digital-first audiences, the campaign focuses on simplicity, comfort, and effectiveness, aligning with evolving consumer preferences for convenient beauty solutions. The light-hearted tone and relatable interaction between the two protagonists make the message accessible, while the nostalgic reference adds emotional depth and recall value.
The campaign quickly gained traction on social media platforms, driven by strong audience engagement and organic conversations. Adding to its visibility, Shweta Tiwari shared the video on Instagram with a playful caption referencing Zindagi Na Milegi Dobara, sparking curiosity among her followers and encouraging wider sharing. The post helped extend the campaign’s reach beyond traditional brand channels.
With this latest campaign, Yes Madam continues to strengthen its position in the at-home beauty and wellness space by combining pop-culture relevance with modern self-care messaging. The collaboration reinforces the brand’s focus on culturally rooted yet contemporary communication, positioning its services as both aspirational and effortlessly accessible for today’s consumers.
Speaking about the collaboration, Akanksha Vishnoi, Co-founder of Yes Madam, said the brand has consistently focused on building campaigns that feel familiar, warm, and deeply rooted in culture. She noted that working with Shweta Tiwari was especially meaningful, as the actor brings together authenticity and nostalgia with ease. Vishnoi added that revisiting a scene audiences genuinely connect with, while seamlessly integrating themes of self-care and beauty, felt like a natural and organic extension of the Yes Madam brand story. #WhoIsAK