Yes Madam has launched a new digital campaign featuring Shweta Tiwari, continuing its strategy of celebrity-led storytelling rooted in cultural familiarity. The campaign recreates a well-known washroom scene from ‘Zindagi Na Milegi Dobara’, reinterpreting it through a contemporary beauty lens.
The film features Tiwari alongside Akanksha Vishnoi, co-founder of Yes Madam, using humour and recognition to anchor the narrative. Rather than overt product messaging, the campaign integrates the brand’s Korean at-home salon range into a casual routine focused on natural blush and glowing skin.
The campaign relies on pop-culture recall to reduce friction around service adoption. By revisiting a widely recognised cinematic moment, the brand positions its services as familiar and emotionally resonant rather than transactional.
The digital-first execution aligns with Yes Madam’s recent celebrity collaborations, including Ekta Kapoor, Sakshi Tanwar and Anita Hassanandani. Distribution is driven primarily through short-form video formats, optimised for social sharing and engagement.
Tiwari’s Instagram caption referencing Zindagi Na Milegi Dobara further amplified the campaign, driving conversation and recall through platform-native behaviour. Vishnoi said the intent was to create campaigns that feel culturally rooted while integrating self-care naturally into daily life.
The campaign highlights how nostalgia can be used as a strategic entry point for newer consumption behaviours, particularly when paired with routine-based storytelling rather than aspirational transformation narratives.
