MAM
Harley-Davidson India launches #FreedomStoriesIndia : Social media campaign highlighting unique stories of Harley Riders
MUMBAI: Building on its approach to transform owners into brand ambassadors, Harley-Davidson India has launched an innovative campaign on social media that also inspires the new wave of riders. Harley-Davidson’s #FreedomStoriesIndia is an initiative that captures the journeys and philosophies of passionate members of the Harley Owners Group (H.O.G. ®). The first episode of the video series that went live on the brand’s social media platforms on February 20, showcases the relationship shared by the first seven Regional Directors of the H.O.G. Community with their machines & the bond within.
The first leg of #FreedomStoriesIndia is an eight-part series highlighting the brand’s affinity with seven prominent flagbearers of the community – Bikram Puri (Pune), Farooq Ahmed (Bangalore), Harpreet Singh Khurmi (Delhi), Salamat Sharieff (Bangalore), Saurin Shah (Ahmedabad), Sreedhar Raju (Mumbai) and Vinay Singh Rajput (Ahmedabad) – the first appointed Regional Directors in the H.O.G. Community who have been heavily invested in building the large Harley Owners Group network since its inception in India. Every episode delves deeper into their stories as every owner is seen narrating their own story emphasizing why riding really matters and how Harley-Davidson has changed their lives by adding the element of freedom. Throughout the year, Harley-Davidson India will be identifying interesting stories of H.O.G. members and narrating their tales as part of the #FreedomStoriesIndia initiative. Perfectly summarizing the Harley-Davidson way of life, the video series will enhance the sense of “oneness” in the community.
Speaking about the film, Sajeev Rajasekharan, Managing Director, Harley-Davidson India, said, “#FreedomStoriesIndia displays a special flavor of the H.O.G. community to the world. Harley-Davidson has always stood for freedom of expression and the video series beautifully captures this. Over the last decade, Harley owners have stood by us and have helped us to grow from strength to strength and this campaign is our way of celebrating the H.O.G. community. Our focus has always been to put our riders at the forefront and with #FreedomStoriesIndia, we have nailed it.”
For Harley-Davidson India, it has been a decade of leading by example when it comes to successful community engagement through various initiatives such as Find Your Freedom, Custom Contests, India H.O.G. Rally & Zonal Rallies, strong awards and recognition programmes, Harley-Davidson Riding Academy, Harley Rock Riders and Passport to Freedom. Today, the H.O.G. community is the largest offline social network in India with 7,500 live members. Since its inception in 2012, the Harley Owners Group has attracted 20,000 members in India to define their freedom of expression through its heavy emphasis on community building.
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.
