MAM
Tam enters into agreement with Esha Monitoring Service to monitor PR content
MUMBAI: Media research firm Tam through its special PR and content analysis division, Eikona PR Track has observed the increasing need to monitor and analyse PR and Media editorial efforts undertaken by companies across industries.
Therefore it has decided to lay special focus on media (editorial and content) measurement and analysis across TV, newspapers, magazines, internet and trade journals. This will be done through the exclusive agreement between Eikona PR Track and Esha News Monitoring Service, India’s premier full-fledged news monitoring agency. This tracks more than 90 TV channels within India.
Eikona PR Track has established facilities that will come up with various levels of in-depth studies that will showcase the use & effectiveness of PR by different product categories, companies, brands and even CEOs. Tam states that the reports and analysis from Eikona PR Track will be of tremendous value add for company professionals across the management structure – right from the CEO to the sales and marketing team in the grass root level. Tam states that it has deployed highly specialised professionals to look at various levels of analysis that will result in increased understanding of integrated communications.
Eikona PR Track will leverage its exclusive technical collaboration with Media Measurement Limited (MML) UK a media and content measurement firm. Tam states that television is playing an increasing role in the PR and content war game. To provide a perspective of news channels alone, if one just looks at the 25 news channels currently in India, a corporate has to monitor 20,000 hours (or one million minutes) of news every month. This calls for a dedicated and a specialised service
Esha News Monitoring Service, director R S Iyer says, “It is a strategic milestone for our organisation to have got associated with TAM Media Research. On the basis of our experience and feedback gathered over the past 6 years, our tie-up with Eikona PR Track will definitely go a long way in bringing highly specialised and timely TV content analysis. We are sure this will be a mutually beneficial relationship for both of us and the industry.”
Tam Media Research VP Atul Phadnis says, “PR is increasingly finding its place in Board Room discussions. PR and media content is being used at all levels of the management structure, to create a sound company perception, brand loyalty and its CEO’s leadership. No doubt, this tool is also now being brought under the ROI scanner – something that proves that PR is very effective”.
Eikona PR Track aims to generate analysis that will uncover untouched areas in the PR and Content measurement field. The results will be of huge academic and professional interest for the entire industry – be it advertisers, management educational institutes, PR Agencies and most importantly, the entire marketing set up of a Company.
“The interesting part is that in today’s environment, the senior most marketing team of any company in any industry has to keep an eye on monies moving into various marketing communications baskets – Advertising, Press Relations, Direct Marketing, below the line activities etc. Our analysis will not only enable the advertiser to equate ROIs on the various media coverage led initiatives but also examine the effectiveness of PR efforts as a whole – whether at a national level, regional or local level. The study will even be of high value for the sales and distribution team of the company” adds Phadnis.
Brands
Yes Madam taps Rajpal Yadav’s Chota Don nostalgia to power new digital campaign
Home salon platform ropes in Tanya Mittal as it bets on humour and pop culture to showcase trust and convenience
NOIDA: India’s fast-growing home salon platform Yes Madam is leaning on nostalgia and a dose of comic chaos to pitch its services. The brand has launched a new digital campaign starring Rajpal Yadav and influencer Tanya Mittal, reviving Yadav’s much-loved Chota Don character to underline the reliability of at-home beauty services.
The campaign marks Yes Madam’s first collaboration with Rajpal Yadav and revisits the quirky Chota Don persona made famous in the 2007 film Partner. Produced with Footloose Films, the film blends slapstick humour with a nostalgic callback to spotlight the platform’s promise of dependable, quality services delivered at home.
The storyline plays out like a miniature action comedy. Tanya Mittal finds herself surrounded by goons and calls for help, only for Rajpal Yadav to appear in full Chota Don mode, dispatching the attackers in his trademark comic style as Mittal cheers him on. The drama then flips abruptly to a calmer scene, with Mittal relaxing at home while enjoying a Yes Madam service and insisting the heroic episode really happened, even as posters of Chota Don decorate her house. The film ends with Yadav’s voiceover declaring that the incident may or may not have happened, but the trust and quality of Yes Madam’s services certainly have.
The collaboration also follows a broader show of support for Rajpal Yadav within the industry. In the growing wave of backing for the veteran actor, Mayank Arya, co-founder and chief executive of Yes Madam, publicly supported actor-producer Sonu Sood’s call for concrete help from the film industry and corporate brands. Arya took to the social media platform X urging companies to move beyond expressions of sympathy and instead offer tangible opportunities to the actor amid his ongoing legal and financial challenges.
He wrote, “Seconded @SonuSood. Even brands should come forward to help the great talent. @Rajpalofficial will also be a part of an ad film @_yesmadam! Have already aligned the team on it. #ComeBackStronger.”
Seconded @SonuSood. Even brands should come forward to help the the great talent.@Rajpalofficial will also be a part of an ad film @_yesmadam !
Have already aligned the team on it.#ComeBackStronger https://t.co/Q7qpJttLTs— Mayank Arya (@iammayankarya) February 11, 2026
Rajpal Yadav recently surrendered at Tihar Jail after the Delhi High Court rejected his plea seeking additional time to repay dues in a long-running cheque-bounce case. The actor had been accused in the case in 2018 after he was unable to repay a loan taken for a film project that failed at the box office. The court later ordered him to surrender after the dues remained unpaid.
The situation triggered a wave of support from several high-profile figures. Sonu Sood emerged as one of the most prominent voices, expressing solidarity and promising Yadav a role in his next film. Sood emphasised that industry support should be about dignity and real job opportunities rather than charity. Celebrities including Salman Khan, Ajay Devgn, Gurmeet Choudhary and Guru Randhawa have also publicly extended financial and professional support.
Before surrendering, Rajpal Yadav shared an emotional statement in which he spoke about feeling alone and unsupported, a remark that struck a chord with many in the industry. However, his brother later clarified that the actor would never have intended to suggest that he lacked support from colleagues or well-wishers.
Reflecting on the campaign, Mayank Arya said the film was designed to entertain while strengthening the brand’s message. “At Yes Madam, we have always believed in creating campaigns that connect with audiences in an engaging and memorable way. I had earlier spoken about the importance of extending meaningful opportunities to Rajpal Yadav, and we are glad to be the first brand to take that step forward with this collaboration. Through this film, we wanted to create a compelling narrative while also reinforcing the trust and reliability that customers associate with Yes Madam’s services,” Arya said.
Akanksha Vishnoi, co-founder, said the campaign leans on nostalgia to strike a chord with digital audiences. “Consumers today engage deeply with content that blends entertainment with relatability. With this campaign, we wanted to revisit a nostalgic moment while subtly reinforcing the convenience and reliability of at-home services. Rajpal Yadav’s Chota Don is an iconic character that instantly evokes nostalgia and humour, making it the perfect fit for this campaign. Tanya Mittal’s presence added a vibrant energy and helped us bring the vision of the campaign to life,” Vishnoi said.
Founded in 2016, Yes Madam offers salon and spa services at home through trained professionals using hygienic, single-use product formats. The platform now operates in more than 55 cities across India, pitching convenience, transparency and quality to a growing base of urban consumers.
The new campaign, rolling out across social media and video platforms, makes its pitch with a wink. The Chota Don rescue might be fiction, but the promise of a salon at your doorstep, the brand suggests, is the real deal.
