Suraj M Shukla joins Yes Madam as BTL Marketing Lead – Branding

Suraj M Shukla has stepped into the role of BTL Marketing Lead – Branding at Yes Madam, India’s leading tech-enabled home salon and beauty services platform. In this capacity, Shukla will lead below-the-line (BTL) marketing, offline marketing, brand activation, and on-ground branding initiatives across India, driving the company’s omnichannel growth strategy.

Yes Madam, which began as a marketplace addressing trust, hygiene, and standardisation gaps in the beauty services industry, has evolved into a comprehensive beauty ecosystem spanning at-home services, offline lounges, and product retail. The company operates in over 50 cities across India and has been expanding its physical footprint through experience centres and offline lounges to complement its digital platform.

Shukla’s appointment comes at a strategic time for Yes Madam, which has been aggressively pursuing an omnichannel approach. The company launched its first offline lounge in Ghaziabad in 2022 and has since expanded its physical presence to capture revenue from offline channels, targeting 20% of total revenue from offline spaces. The brand plans to open 20 experience centres within Delhi/NCR before expanding to other parts of India.retail.economictimes.

In his role, Shukla will be responsible for executing ground-level marketing campaigns, brand activations, and experiential marketing initiatives that connect Yes Madam with consumers in physical spaces. This includes managing activations at high-traffic locations such as metro stations, malls, corporate offices, and fitness centres, building on the company’s successful guerrilla marketing campaigns that have generated over 1.8 million impressions and 640+ direct bookings in previous initiatives.

Yes Madam has a track record of innovative offline marketing, including metro advertising campaigns in Delhi NCR targeting 6-7 lakh daily commuters, pop-up salons, beauty workshops, and partnerships with companies and hotels to offer on-site services. The brand has also leveraged viral cultural moments and celebrity collaborations, including campaigns with Shraddha Kapoor, Huma Qureshi, and Tanya Mittal, to drive awareness and engagement.brandequity.

With Shukla’s expertise in BTL marketing and brand activations, Yes Madam is positioned to strengthen its offline presence and deepen consumer engagement across India’s diverse urban markets, supporting its ambition to expand to over 300 cities in the coming three years and achieve ₹200 crore in revenue.