An Indian beauty service start-up, Yes Madam, has found itself at the center of a storm after an internal email went viral, raising questions about its ethics and marketing tactics. The email, which circulated on social media, informed employees that the company would be “parting ways” with individuals who had reported feeling stressed at work.
The email quickly caught the attention of social media users, sparking outrage and disbelief, with many criticizing the company for appearing to fire employees over workplace stress. However, Yes Madam later clarified on Tuesday that no employees had been terminated and that the email was part of a “planned effort to highlight the serious issue of workplace stress.”
While the company defended its intentions, the campaign has garnered mixed reactions. Some have praised Yes Madam for drawing attention to a critical issue, while others have accused the company of misleading the public and exploiting emotions for publicity. Many pointed out the irony that the campaign, controversial as it was, succeeded in propelling the relatively unknown brand into the spotlight.
One LinkedIn user remarked, “Free promotion done right, huh? Who needs a marketing budget when you have outrage as your social media manager?” The campaign, while successful in terms of visibility, has sparked debate about the ethics of using controversial tactics to attract attention.
Yes Madam is not the first start-up to stir controversy with bold marketing strategies. Last month, the founder of an Indian food delivery platform faced backlash after advertising a job opening for a “chief of staff” position, which would not be paid for a year. Instead, the candidate would have to donate two million rupees to the company’s non-profit initiative. The founder later claimed that over 10,000 people had applied for the position, but did not clarify if anyone was hired.
Earlier this year, a celebrity’s publicity stunt involving the fake announcement of her death to raise awareness for cervical cancer led to widespread outrage, particularly from those who had lost loved ones to the disease.
Marketing experts warn that while such campaigns may generate immediate attention, they do not guarantee long-term success or positive brand growth. Karthik Srinivasan, a branding consultant, argues that exaggeration can be an effective marketing strategy when it is clearly identifiable as such, but blatant lies or manipulative tactics can damage a brand’s reputation.
Srinivasan explained, “Brands need to understand the difference between exaggeration and telling a blatant lie. Telling a blatant lie has no place in ethical advertising.”
Marketing consultant Mayank Sehgal echoed this sentiment, emphasizing that ethical marketing practices should always be a priority. “While attention-grabbing tactics may work in the short term, they ultimately erode trust and damage brand reputation.”
In the case of Yes Madam, the controversial campaign has raised important questions about the balance between creative marketing and ethical responsibility, leaving the company to navigate the fallout from its bold, but divisive, approach.
