Yes Madam Rolls Out ‘Beauty With Brains’ Interactive Campaign Featuring Huma Qureshi

India’s at-home beauty services platform Yes Madam has introduced a new digital engagement campaign featuring actor Huma Qureshi, marking the rollout of an interactive in-app experience titled Beauty With Brains.

The initiative blends skincare education with reward-based participation, reflecting the brand’s push toward deeper app engagement and informed beauty choices.

A Gamified Approach to Beauty Awareness

With competition intensifying in the home salon segment, Yes Madam is shifting focus from conventional service promotions to interactive content. The newly launched game, hosted within the company’s mobile application, invites users to answer skincare-related questions in exchange for incentives.

Participants earn discounts for each correct response, while successfully completing a ten-question round unlocks a complimentary Korean waxing service. The format is designed to combine product knowledge with tangible benefits, encouraging both learning and repeat app usage.

By integrating educational content into a rewards-driven framework, the company aims to strengthen customer engagement while reinforcing its positioning around accessible, informed self-care.

Campaign Film Highlights Knowledge-Driven Beauty

The promotional film features Huma Qureshi in a stylised interrogation-themed setup alongside Akanksha Vishnoi, Co-founder of Yes Madam. In the narrative, Qureshi quizzes Vishnoi on skincare topics as part of the in-app challenge, attempting to secure the reward herself.

The creative execution underscores the campaign’s central message: beauty and awareness go hand in hand. Through a conversational and light-hearted format, the video illustrates how the game simplifies skincare learning for everyday users.

Strategic Focus on Digital Engagement

Celebrity collaborations have become a recurring element in Yes Madam’s digital strategy, helping the platform amplify visibility while driving downloads and in-app participation.

Commenting on the campaign, Akanksha Vishnoi said the initiative reflects evolving consumer expectations, where confidence stems from knowledge as much as appearance. She added that Qureshi’s personality aligns with the campaign’s emphasis on individuality and informed decision-making.

The launch of Beauty With Brains signals the company’s broader intent to innovate within the home beauty services space by merging content, technology, and experiential marketing.

Expanding the Home Salon Narrative

As beauty-tech platforms compete for user attention, interactive formats such as gamification are emerging as tools for differentiation. By coupling skincare literacy with rewards, Yes Madam aims to create sustained engagement beyond transactional bookings.

The campaign is currently live on the Yes Madam mobile application and forms part of the brand’s ongoing digital expansion strategy in India’s rapidly growing home wellness market.