Is Yes Madam's mental health firing a marketing gimmick?

Yes Madam, a platform offering at-home luxury salon and spa services, faced heavy backlash on Monday. The criticism was sparked by a viral screenshot of an email, allegedly written by the company’s head of human resources. The email announced the mass firing of employees who had raised concerns about workplace stress, leading to widespread outrage.

In a world where even the news of a celebrity’s death has been turned into a marketing gimmick for cancer prevention, netizens are understandably sceptical about the authenticity of this email screenshot. Some were furious about the email, highlighting the shocking neglect of mental health in corporate workplaces.

“Saw a few comments about this being fake or a PR stunt. I really hope it is; at least no one lost their jobs. If it's a PR stunt, I hope other companies learn from it and do not make a mockery of someone's job for free PR. Either way, the company should clarify its stand,” posted Deep Ganatra, Group CPTO, The Good Glamm Group.

Jumping on the bandwagon, magicpin’s Creative Director, Madhav Sharma invited the laid-off employees to join their company. “This campaign was executed without any stress,” he wrote.

Ironically, most of Yes Madam’s social media content, including influencer collaborations, revolves around services that can be booked and availed for rejuvenation and relaxation. In the past, the company has also promoted its Corporate Wellness Program, which ‘recognizes the importance of massage therapy for both physical and mental health’.

While scrolling through Yes Madam’s Media Coverage page, one can find the coverage of a fight incident in Delhi Metro. The clickbait title ‘Delhi Metro Mein Iss Baar Hui Hair Cut Par Ladai, Phir Jo Hua..’ invites readers to watch a video of an argument that includes the brand’s campaign line: ‘Harr expert, salon expert nahi hota’ — which Yes Madam had launched with brand ambassador Shraddha Kapoor. Another screengrab of a headline confirms that the viral video was a part of the brand’s campaign to spark widespread curiosity for Yes Madam.