Home salon services for beauty and spa have been around for a few years now and the customers, especially women have taken to them quite strongly post the pandemic. But as was found out by Mayank and his team at Yes Madam, the customers sought the convenience of home service but were a tad shy to express it publicly. The reason they deciphered was that the patrons were not getting the personal touch that they were used to from their favourite salon. In order to change this perception and bolster their confidence, it was imminent for the brand to deliver the same pampering the customer expects and deserves. And this would be the key to establishing Yes Madam as a ‘home salon expert’ and differentiate it from the other established players.
Towards this Mayank and his team have been upskilling their service providers and introducing new tech services to their folio but they needed a shot in the arm to help make the brand a household name. Shraddha Kapoor was their immediate choice as the face of the brand with her growing popularity and her ‘girl-next-door’ image of a perfect blend of elegance and approachability, would surely be a game-changer. After a multi-agency pitch, the task entrusted to The Ridikulus was to not think of a typical celeb-led campaign but an idea that leverages the celebrity-values in congruence with the brand’s ethos. In today’s age for any brand to succeed it needs to be seen as authentic and offer genuine solutions, suggested The Ridikulus team.
So instead of showcasing Shraddha as a superstar, portraying her as a genuine customer of Yes Madam who discovers their expertise, would make the message more believable and real. The campaign idea – ‘Har expert salon expert nahin hota’, boasts of the expertise that each and every Yes Madam service provider is equipped with and goes beyond the expected quotient to deliver the individual touch to every customer.
The campaign is a series of three films –
the first film sets the context for the idea by juxtaposing how other service providers are not salon experts due to their diluted service delivery and offers Yes Madam as the best solution to Shraddha’s needs.
Emboldened by her first experience Shraddha now introduces the brand to her father Shakti in the second film. As a doting father he enquires how Yes Madam can deliver the same personalised care and attention to his daughter’s needs in the same way he has been ensuring over the years. To this Shraddha intervenes and convinces him by explaining the unique offering from Yes Madam.
The third film (Yet to be released) is set to capture the festive season when the demand for home salon service peaks. Each film shows how Shraddha’s trust in the Yes Madam service progressively keeps growing with the use of monodose products or the choice to use the beauty products she prefers and the transparency in pricing.
Shraddha Kapoor says that the personnel of Yes Madam coming to your home not only give you the convenience of skilled professionals service but truly understand your specific needs and the overall experience is very warm and genuine. I would recommend all the women to try their service once, you will surely call them again.
Mayank Arya says that their unique proposition offers their customers affordability, inclusivity, 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”.