The internet was abuzz last weekend when Ekta Kapoor teased what appeared to be her debut in a Korean drama. The reveal, however, was a smart piece of brand storytelling. What many believed to be Kapoor’s foray into K-Drama turned out to be a high-visibility campaign for YesMadam, India’s fast-growing at-home salon platform, spotlighting its expanding Korean beauty services portfolio.
What is this campaign all about?
The campaign film—now trending widely—features Kapoor in a witty, self-referential role. Known for her legacy of high-voltage television drama, she leans into that persona with humour, while YesMadam’s co-founder, Akanksha Vishnoi, introduces the brand’s Korean-inspired service line.
From a marketing standpoint, the collaboration has proven highly effective. Within hours of its launch, the video went viral, sparking user-generated memes, reels, and conversations across platforms. For YesMadam, it marks one of its most impactful celebrity-led campaigns to date, successfully blending popular culture with brand positioning.
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Growth potential for the salon-at-home market in India
This campaign comes in at a time when the research agencies like Technavio, Future Market Insights and Ken Research have predicted that the Indian salon-at-home market is projected to reach approximately USD 22.12 billion by 2032. Globally, the salon service market—including traditional salon services and at-home—is valued at over USD 232 billion in 2025, with India leading in growth rate at 11.3% CAGR through 2035.
Commenting on the strategy, Vishnoi said: “We aimed to merge the cultural momentum around Korean beauty with Ekta Kapoor’s iconic identity as the queen of drama. Ekta was the perfect partner to bring humour and relatability to the idea, and the response has been overwhelming.”
Aditya Arya, Founder at Yes Madam, said, “ Collaborating with Ekta is a proud moment for us. It’s all about making premium beauty Korean services accessible to everyone.
More about the campaign
Conceptualised and executed by creative agency The Ridikulus, the campaign builds on YesMadam’s Korean beauty line, which includes services such as the Korean Glow Facial, Korean Manicure-Pedicure, Korean Waxing, and Korean Body Polishing. The initiative not only reinforces the brand’s consumer appeal but also highlights how effective influencer-driven storytelling can amplify service-led businesses in a competitive beauty landscape.
