Brands
Aliens Tattoo launches Cause for the Paws with Peta India
Tattoo chain partners Peta India to fund community cat sterilisation
NATIONAL: Aliens Tattoo has launched Cause for the Paws, a long-term animal welfare initiative, committing 1 per cent of its annual net profits to programmes supporting community cats and dogs across India.
The initiative begins with a partnership with Peta India, under which the tattoo studio chain will support community cat sterilisation and medical care through Peta India’s ongoing programme. The company said the focus is on sustainable population management rather than short-term relief.
Aliens Tattoo said the programme grew organically from daily studio life, where community animals have long been fed, treated and accommodated alongside clients and their companion pets. What began as informal care has now been formalised into a structured social responsibility effort aimed at delivering measurable outcomes.
Under Cause for the Paws, 1 per cent of annual net profits will be allocated to verified animal welfare initiatives, including sterilisation, medical treatment, food support and shelter assistance. The funds will be deployed annually, with the company emphasising transparency, accountability and long-term impact. The current allocation is being directed entirely towards Peta India’s community cat sterilisation work.
“At Aliens Tattoo, art and empathy have always gone hand in hand,” said Aliens Tattoo founder Sunny Bhanushali . “This initiative allows us to turn everyday care into long-term action, using our platform to give back to the community animals who have been part of our journey.”
The launch was marked by a dedicated event attended by members of the animal welfare community, companion animal parents and industry partners. Support for the initiative came from Maneka Gandhi, People For Animals, Heads Up For Tails and Pedigree, among others.
While Peta India is the first partner, Aliens Tattoo said Cause for the Paws has been designed as an open platform, with plans to collaborate with additional verified animal welfare organisations across the country. Future plans include city-level programmes, support for rescue networks and shelters, and annual “Ink for a Cause” campaigns linking tattoo sessions directly to welfare funding.
The company said the initiative reflects a broader shift towards integrating purpose into its creative ecosystem, particularly as more clients choose tattoos to honour or memorialise their animal companions: a trend that has reinforced the emotional connection between art and advocacy.
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.
