YesMadam, India’s leading at-home salon service, has rolled out a fresh and compelling campaign titled ‘GYM Kiya?’, in collaboration with Guinness World Record holder and national athlete Vispy Kharadi. The campaign takes a humorous yet relatable angle on post-workout muscle soreness—an issue every fitness enthusiast knows too well.
YesMadam: The Story Behind ‘GYM Kiya?’
The campaign video opens with Vispy Kharadi, a symbol of strength and discipline, facing an everyday challenge—tying his shoelaces—post an intense gym session. A recurring voice taunts him with “GYM Kiya? GYM Kiya? GYM Kiya?”, eventually flipping the meaning of “GYM” to “Get YesMadam”, creatively positioning the brand’s spa services as a perfect post-workout remedy.
This clever play on words not only resonates with fitness buffs but also transforms the concept of recovery into a pampering and essential ritual—right from the comfort of home.
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Highlighting YesMadam’s Male-Focused Services
While YesMadam has been widely known for catering to women’s grooming needs, this campaign signals a strategic pivot towards male-focused offerings. From deep tissue massages to facials, hair care, and grooming treatments, the brand is broadening its appeal to male consumers who are actively seeking wellness and grooming solutions.
Vispy Kharadi, known for his dedication to fitness and pushing human limits, lends credibility and aspirational value to the campaign. His involvement signals that taking care of sore muscles isn’t weakness—it’s smart recovery.
A Step Forward in Breaking Stereotypes
This campaign also plays a subtle role in normalizing wellness and grooming for men, breaking the long-standing stereotype that salon and spa services are female-oriented. By associating recovery and self-care with high-performance athletes like Vispy, YesMadam opens up new conversations around masculinity, strength, and self-care.
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Conclusion: Get YesMadam, Not Just Gym
With ‘GYM Kiya?’, YesMadam effectively shifts the post-gym narrative from protein shakes and ice baths to home-based rejuvenation. It sends a powerful message—you’ve worked hard at the gym, now let YesMadam take care of the rest.
As male grooming and wellness continue to trend upward, this campaign is a timely move for YesMadam to solidify its presence among fitness-conscious men who value convenience, recovery, and self-care.
