New Delhi: Yes Madam has partnered with Bigg Boss contestant Tanya Mittal following her exit from the show, marking one of the early post-show brand collaborations this season. Yes Madam has onboarded her to promote its Korean at-home salon services, making this her first brand collaboration post Bigg Boss.
The campaign draws from a viral dialogue associated with Tanya during the show, “Korea Jaana Hai” translating it into a creative narrative aligned with growing interest in Korean beauty and skincare. The digital film highlights the convenience of at-home services while referencing contemporary 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 reflects Yes Madam’s broader marketing approach of leveraging moment-led partnerships. The brand has previously executed early-stage collaborations with emerging cultural figures.
The campaign is being rolled out as a digital-first initiative across social and video platforms, targeting audiences actively engaging with entertainment-led content.
