Yes Madam tried to outsmart the crowd with their ‘firing’ stunt and ended up earning a bad name for it. It was nothing but a desperate attempt to get attention.
An Indian beauty and wellness platform offering at-home salon and spa services, Yes Madam found itself in hot water after a controversial “internal email” surfaced online. Allegedly sent by the HR department, the email suggested that employees who flagged concerns about workplace stress in a company survey were promptly fired.
The email spread like wildfire on social media, leaving people both shocked and outraged. While some believed the incident was real, others speculated it was a deliberate marketing stunt aimed at generating buzz.
As the controversy escalated and media outlets began covering the story, Yes Madam issued a statement addressing the situation. Without holding back on the dramatic delivery, they wrote:
“They weren’t fired; they were given a break to reset.
They weren’t let go; they were encouraged to reduce their stress.
They weren’t laid off; they were given a chance to relax.
They weren’t sacked; they were urged to rest and recharge.”
Unfortunately, the company’s explanation did little to calm the storm, with many remaining skeptical about whether this was a poorly executed attempt at shock marketing or damage control for an actual blunder.
Shock marketing, also known as ‘shockvertising,’ is a marketing tactic that uses provocative, shocking, or controversial content to capture the audience’s attention. And, as a marketing and HR professional, you’re taught countless ways to be creative, and sometimes, you’re even encouraged to push the envelope; think out of the box.
But if creativity has its boundaries, and Yes Madam just crossed them.
People have been drawing comparisons of this publicity stunt to that of Poonam Pandey, who faked her death to raise cervical cancer awareness. Everybody believed her at first and then was left shocked by her publicity stunt.
Well, Yes Madam’s move doesn’t even deserve a spot in the “bad publicity is good publicity” category. If anything, it’s an embarrassing lesson on how not to promote your brand.
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A mediocre journey
Yes Madam’s #CelebrateEveryMoment initiative launched during their Shark Tank India appearance earlier this year showcased the brand’s story and commitment to empowering women beauty professionals through training and support. The campaign included a digital film celebrating the arrival of the ‘Sharks’ at their office and pitched their mission to make beauty services accessible while valuing independence and dignity for women. However, the campaign came across to many as desperate, and lacking a genuine impact.
The company’s Diwali campaign in collaboration with Shraddha Kapoor honored gig workers. While the campaign struck a chord, it didn’t leave a lasting impression or create significant engagement for the brand.
Notably, the bulk of Yes Madam’s brand visibility has come from influencer collaborations. Internet personalities like Dharna Durga have been mentioning the brand in their reels, which get millions of views.
These videos have done more to keep the brand relevant than its broader campaigns.
Industry footprint
Noida-based Yes Madam has attracted investments from some of India’s biggest ‘Sharks’, including Peyush Bansal of Lenskart, Vineeta Singh of Sugar Cosmetics, Ritesh Agarwal of OYO, and Aman Gupta of boAt.
As revealed during their Shark Tank India appearance, Arpit Gupta, one of the co-founders, oversees all marketing efforts.
What’s perplexing is how that brand could greenlight campaigns that are so out of touch. Yes Madam’s advertising strategy seems to be crying out for a revamp.
(Edited by Ratan Priya)