Yes Madam, a home salon and wellness platform, has introduced a new digital campaign film featuring actor Rajpal Yadav and social media influencer and Bigg Boss contestant Tanya Mittal. The initiative marks the brand’s first collaboration with Yadav and centres on storytelling to communicate trust and service quality.
Produced in association with Footloose Films, the campaign revisits Yadav’s ‘Chota Don’ character from the 2007 film Partner. By leveraging a familiar and recognisable persona, the brand integrates humour and nostalgia into its messaging while positioning its services as dependable and convenient. The campaign also marks the first time a brand has collaborated with Yadav following recent discussions around expanding professional opportunities for the actor.
The film opens with Mittal in a staged dramatic scenario, surrounded by goons and calling for help. Yadav then appears in his ‘Chota Don’ avatar, intervening in his characteristic comedic style while Mittal reacts enthusiastically. The narrative then shifts to a domestic setting, where Mittal is shown availing a Yes Madam at-home service, maintaining that the earlier incident occurred, with visual references to ‘Chota Don’ placed around her home. The film concludes with a voiceover by Yadav stating that while the incident may or may not have taken place, the quality and trust associated with Yes Madam’s services remain consistent.
The campaign uses a blend of fictional storytelling and everyday relatability to highlight the convenience of at-home services. By juxtaposing a dramatic, cinematic opening with a realistic service experience, the film reinforces the brand’s positioning through contrast and recall value.
Mayank Arya, co-founder and ceo, Yes Madam, said: “At Yes Madam, we have always believed in creating campaigns that connect with audiences in an engaging and memorable way. I had earlier spoken about the importance of extending meaningful opportunities to Rajpal Yadav, and we are glad to be the first brand to take that step forward with this collaboration. Through this film, we wanted to create a compelling narrative while also reinforcing the trust and reliability that customers associate with Yes Madam’s services."
Akanksha Vishnoi, co-founder, Yes Madam, added: “Consumers today engage deeply with content that blends entertainment with relatability. With this campaign, we wanted to revisit a nostalgic moment while subtly reinforcing the convenience and reliability of at-home services. Rajpal Yadav’s Chota Don is an iconic character that instantly evokes nostalgia and humour, making it the perfect fit for this campaign. Tanya Mittal’s presence added a vibrant energy and helped us bring the vision of the campaign to life."
The campaign is being rolled out as a digital-first initiative across social media and video platforms, aligning with current content consumption patterns and enabling wider reach among digitally active audiences.
