Home salon services for beauty and spa treatments have gained massive popularity in recent years, especially in the post-pandemic era. In the wake of this sentiment, Yes Madam is encouraging all to leverage the convenience of at-home services. Read along to know how.
Mayank Arya (Founder) and his team at Yes Madam have discovered that while customers enjoyed the convenience of at-home salon services, they were often hesitant to express their preference for home salons openly. The reason? They felt they weren’t getting the same personalised care they were accustomed to at their favourite salons.
Recognising this, Mayank’s team understood that in order to change this perception and boost customer confidence, Yes Madam needed to replicate the pampering and personal touch clients expected. This became the cornerstone of their strategy to establish Yes Madam as the go-to ‘home salon expert’ and stand out from other players in the market.
To achieve this, they not only upskilled their service providers but also introduced new tech-driven services. Yet, they knew they needed something extra to turn Yes Madam into a household name. Enter Shraddha Kapoor — her growing popularity and ‘girl-next-door’ charm made her the perfect brand ambassador. Her elegance and approachability were seen as a game-changer.
Working Together With Shraddha Kapoor and The Ridikulus
The Ridikulus was brought on board after a multi-agency pitch. They were tasked with creating something beyond the usual celebrity-led campaign. The goal was to align Shraddha’s values with the brand’s ethos, crafting an authentic narrative. In today’s market, authenticity is key. Ridikulus believed that for Yes Madam to succeed, the brand needed to showcase real, tangible solutions.
Positioning Kapoor as a genuine customer of Yes Madam who experiences their expertise firsthand makes the message more relatable. The campaign idea is ‘Har expert salon expert nahin hota’. It emphasises the unique skill and expertise that every Yes Madam service provider brings to the table. It highlights how their service goes beyond the usual expectations, delivering a personalised touch to every customer. They ensure that each experience feels special and tailored to individual needs.
The campaign is a series of three films –
The first film ensures that the context is set for all. It showcases not all service providers can offer salon-grade, expert services. This is due to their diluted service delivery. Hence, Yes Madam stands as the best solution for Shraddha Kapoor.
As Kapoor enjoys her first experience with Yes Madam, she introduces the brand to her father, Shakti Kapoor in the second film. As a caring and concerned father, he asks if the brand can offer a level of personalisation and attention, just like he has done for years. Shraddha convinces him about their services by telling their unique offerings and features.
The third film is yet to be released. It will showcase the increased demand of beauty services during the festive season. The film will also show how Shraddha’s trust in Yes Madam gradually becomes stronger. This is especially after she witnesses the use of monodose products or the choice to use the beauty products she prefers and the transparent pricing.
Shraddha Kapoor says that the Yes Madam personnel understand the specific needs of the users, offering a warm and genuine experience. They offer the convenience of a skilled professional at home. She further recommends that all women should try Yes Madam service at least once and they will surely want to try it again.
From the Founders’ Desk
Mayank Arya, Co-founder of Yes Madam says that their unique proposition offers their customers affordability, inclusivity, and transparency and would eventually gain their ‘trust’ and long-term loyalty. Yes Madam, has been operational in multiple cities across the country since 2016. Despite other players like Housejoy, Quikr’s AtHomeDiva and Urban Clap, the service has found many takers, and their numbers had been growing year-on-year and had majority takers from Delhi-NCR region and other metros. At this stage, they knew that they have to invest in building the trust and comfort with each and every customer so that they would come back again and again.
Aditya Arya, co-founder of YES MADAM, put it, “The Shark Tank show has started us on the journey of becoming a brand from a service business, and what we needed now was to increase the reach and become the household name as the home salon experts”.
Akanksha Vishnoi, a co-founder with the Arya brothers, says “Onboarding Shraddha Kapoor was a strategic decision, and it has worked in our favour, as soon after the collaboration she topped the box office charts, which has helped the brand as well”.