A LinkedIn post containing an internal email from the HR manager at an Indian startup called YesMadam sparked widespread outrage because it suggested that employees suffering workplace stress were laid off.
The email that caused controversy quickly thrusts the company, which was previously relatively unknown outside of metros, into the spotlight. Unfortunately for the wrong reasons.
The company clarified the next day that the email had been part of an elaborate campaign to raise awareness about employee wellness and corporate wellness, as well to introduce a new program to help “de-stress” employees.
The company claims that no employees were terminated.
The truth was enough to make people angry if the planned act wasn’t enough.
YesMadam is a provider of home salon services that has been the subject of intense scrutiny due to its approach in highlighting mental health and workplace stress.
The uproar that followed has led to a renewed discussion about corporate wellness and brand ethics.
What happened to YesMadam?
Anushka dutta shared an image of a purported email sent by YesMadam’s HR department.
In the email, it was claimed that after a survey on workplace stress, more than 100 employees who had reported high levels of stress were terminated.
Dutta’s LinkedIn post expressing disbelief over the decision can be read here:
What’s going on at YesMadam? You conduct a survey, then overnight you fire us because we are stressed out? Not just me, 100 other people were also fired!
Her post was immediately reacted to by netizens, as well as industry professionals who condemned the startup’s insensitivity.
Shitiz dogra, Associate Director Digital Marketing at IndiGo captured the general feeling:
Can you be fired by an organization for being stressed out? Looks like it just happened at a startup–YesMadam…terribly stressful and disturbing news
( The trending search terms for YesMadam on Google in the past 30 days )
The truth about layoffs
YesMadam, in response to the growing backlash, released a statement on the next day. It clarified that the email was a part of an elaborate campaign designed to promote a corporate health initiative called Happy 2 Heal.
The company clarified that no one was fired, and that the screenshot had been fabricated in order to bring attention to the stress of the workplace and the importance mental health.
YesMadam has announced a number of wellness measures. These include a new stress-relief leave policy, which offers six paid additional days per year for mental health. There are also on-site spa sessions that help employees relax.
Dutta updated her LinkedIn profile, revealing she was a member of the planning team for the campaign:
“Yes, it was a survey. I participated in the survey as a volunteer and was able to contribute to the core team that came up with the idea for De-Stress leaves. She said that the employees had been taken into confidence and no emails were sent. The screenshot that went viral was planned.
The public’s outrage was only heightened by the discovery that the campaign had been staged.
Critics accused the company of trivializing layoffs, a harsh reality that millions of employees face around the world, just to promote a health initiative.
It’s ironic that an agency in Mumbai, Moe’s Art Communications, which specializes in communication branding and strategic content, chose to use mass layoffs as a shock tactic. Mass layoffs are the most stressful and traumatizing experience any professional can have.
She said that layoffs were not just an event or a word. They also represent financial insecurity, emotional distress and loss of identity.
The campaign makes the real suffering of those affected seem like a joke by fabricating a fictional scenario. This isn’t about awareness, it’s an emotional exploitation that’s dangerously close false advertising.
A few days later, Mayank Arya – co-founder and CEO – of the company released an emotional video statement about the incident.
He apologized for “miscommunication”. He did say that this campaign was miscommunicated, but that it had “started” the process of promoting mental wellness in the workplace.
He said, “Go ahead…slap on us if you like.” “This communication went awry… but my intentions are right.”
Patterns of shock advertising
The YesMadam incident drew comparisons with other controversial marketing campaigns.
Poonam pandey, an Indian actress, staged her own death earlier this year as part of a campaign to increase awareness about cervical carcinoma.
The stunt orchestrated by digital agency Schbang was criticized for being too dramatic and insensitive. This forced the agency to apologize.
YesMadam has also been accused of using a serious issue — mass layoffs — to generate publicity.
Where should one draw the ethical line?
Experts argue that the YesMadam method is flawed, despite its claim to promote employee wellbeing.
“No sane person, who is decent and conscientious, would lie so blatantly to generate shock value.” No sane person, who is decent and conscientious, would ever run around naked. Just for shock value. They may indulge if they thought that the end justified (any) means.
What stops people from using such false tactics of shock value in the name marketing? He added that the reason was simple: it’s wrong to deceive people, regardless of what justification you give.
Srinivasan pointed out that the stunt also risks the brand’s reputation:
“Sure, more people would know about YesMadam, but why assume that those who are aware today will also be able to trust this brand in delivering their services appropriately or adequately?” he added.
Visibility does not equal consideration. Consider also, and more importantly, the way in which those people have learned about the brand: the brand that claimed to have fired over 100 employees as part of an elaborate marketing stunt. It’s not a great introduction, is it?
YesMadam, founded in 2016 by Aditya Arya and Mayank Arya brothers, operates in more than 55 Indian cities. The company generated a revenue in FY24 of Rs 45 crore and is aiming to reach Rs 100 crore this year.
Source: Inc42. YesMadam
Since decades, marketing strategies that create shock value have been used in advertising.
Brands often use this method to create campaigns that attract attention and ignite conversation.
Shock marketing doesn’t just aim to stir up controversy. It often touches on deeper social and cultural issues and positions brands as prominent and relevant voices in the public discourse.
What then distinguishes a “good”, shock campaign from one that is inappropriate? Where should one draw the line, and more importantly?
The line between marketing gimmicks and legitimate business practices cannot be drawn. Understand that marketing is a gimmick. Some people push the envelope too far in order to get the spotlight. Harish Bijoor founded Harish Bijoor Consults and is a brand expert.
The key idea is that all publicity, no matter how bad it may be, is positive. It is not necessary to have only good publicity. Bad publicity can be just as effective. Bijoor asked, “Who would have heard about lesser-known brands that used crazy methods to reach a consumer’s mood, mind and sentiment?”
Bijoor did acknowledge that the YesMadam model is a two-edged blade.
It is more damaging to the brand image of the company than any publicity.
Meanwhile, Mukherjee added:
Layoffs don’t just happen; they are a reality that can change your life. These campaigns don’t increase awareness. They erode trust and trivialize real issues.
Stress at work and mental health in India
The controversy sheds light on India’s corporate wellbeing landscape.
Although the conversation about workplace mental health has gained momentum, there are still significant gaps in how to address this issue.
This was illustrated by a tragic accident in July. An Ernst & Young employee, aged 26, died in India due to excessive work pressure. This sparked widespread concern.
EY denied the claims but the incident brought to light the increasing impact of workplace stress.
According to ICICI Lombard’s India Wellness Index, 2024, the number of corporate employees who have access to mental support services has declined by 11%. There has also been a 8% drop in their awareness about effective coping methods.
Source: ICICI Lombard
Esha Pahuja, a senior psychology at Trijog, a Mumbai-based organisation that provides adult counseling, child counselling, and corporate wellness solutions, stated that, while YesMadam’s intention to spread awareness of corporate wellness might have come from a good place, this drastic approach could increase stress and anxiety levels, especially in workplaces where employees already struggle to manage their emotional wellbeing.
Pahuja said ICD
These methods can also create an atmosphere of insecurity and mistrust within the organization. Such actions can create a negative atmosphere that is counterproductive to workplace wellness.
Pahuja stated that the corporate wellness is currently on a positive trend, wherein many leaders and companies are adopting steps to de-stigmatize mental illness and provide progressive tools like EAP platforms.
These platforms include different aspects of wellbeing, such as counseling support, physical and mental health, legal and Financial aid, learning and developmental, etc.
She said that despite the stigma and lack of resources, there are still significant gaps. These can lead to anxiety, depression, relationship strains, or, in extreme situations, self-harm and substance abuse.
Building a culture that promotes wellness
Experts agree on the fact that creating a healthy work culture is more than just launching attention-grabbing campaigns.
Pahuja verma stressed the importance of transparent, empathic communication in order to promote psychological safety. This will allow employees to express their concerns and have confidence that leadership will support them.
She emphasized the need for leaders to be trained in emotional first aid and empathetic communications.
Flexible work policies can help employees manage their work better. They also benefit from constructive feedback and learning opportunities.
She concluded that it is essential to be sensitive and compassionate when addressing mental illness.
This post, The email that wasn’t: Lessons learned from YesMadam’s controversial corporate wellbeing campaign may be updated as new information becomes available.
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