Case Study
OYB
How We Built OYB’s Cross-Channel Growth Engine From Day 0 — Driving 6x Sales and 4x+ Better ROAS
OYB entered India’s crowded health supplements market as a new mass-premium wellness brand, with Hrithik Roshan as its brand face and an ambition to build presence wherever modern wellness consumers shop.
That meant the launch couldn’t be designed around one channel.
The D2C website had to create discovery and communicate the brand story. Amazon had to capture marketplace intent. Blinkit, Zepto and Instamart had to make the products easily accessible. Influencer content had to build familiarity and trust around a completely new name.
Key Business Challenge
Launch OYB as a cross-channel wellness brand from Day 0 - connecting brand building, D2C acquisition, marketplaces and quick commerce while making the overall growth engine progressively more efficient.
Campaign
eCommerce - Cross Channel
Industry
Health & Wellness Supplements
Key Growth Levers
D2C | Marketplaces | Quick Commerce
Before Building the Engine, We Diagnosed
Where a New Brand Had to Build Trust Everywhere at Once
Zero Brand Recall
Hrithik Roshan created a powerful attention asset, but OYB itself was new. Celebrity visibility needed to translate into product understanding and trust.
Fragmented Buying Journeys
Consumers could discover OYB through an ad or influencer but eventually buy through D2C, Amazon or quick commerce. Channel-wise thinking would miss the real journey.
Trust Before Transaction
Supplements demand credibility. Product benefits, experts, certifications, influencers and brand communication all had to reduce hesitation before performance media could work efficiently.
From Launching on Channels to
Building One Connected Commerce Engine Across D2C, Marketplaces and Quick Commerce
D2C Demand Engine
Meta, Google and influencer content drove discovery and intent, while continuous creative and persona testing sharpened which propositions converted.
Marketplace Intent Capture
Built Amazon as an additional conversion surface for consumers who preferred marketplace discovery, trust and purchase behaviour.
#ROI
Celebrity-Led Launch
Used Hrithik Roshan as a high-recall trust anchor, then connected that attention to product benefits and reasons to believe in OYB.
Website Conversion Engine
Improved pricing, certifications, trust signals and purchase journeys — turning the website into an active performance lever rather than simply a transaction destination.
Quick Commerce Expansion
Extended availability across Blinkit, Zepto and Instamart, giving consumers a low-friction purchase option while expanding OYB’s presence across high-frequency commerce ecosystems.
We treated each channel as a different job within the same growth system - using brand assets to create demand and ensuring OYB was discoverable and purchasable wherever that demand eventually converted.
Results Within 6 Months
A 4x+ increase in website CVR made every rupee of acquired traffic more productive – helping compress Cost per Purchase by ~80% while the brand expanded across channels.
Our Learnings
We Don’t Just Launch Channels
We Build Connected Commerce Engines Where Every Channel Strengthens the Brand
A celebrity can accelerate awareness, but the product still needs its own reasons to believe. Recognition gets attention; proposition and proof convert it.
Consumers don’t think in channel silos. They can discover on Instagram, research on Google, compare on Amazon and eventually purchase on Blinkit. Growth strategy needs to reflect that reality.
Marketplace and quick-commerce presence increase more than distribution. For a new brand, being available across familiar buying environments can reduce friction between consideration and purchase.
D2C plays a larger role than transactions alone. It is often the richest surface for communicating the proposition and learning which messages actually move consumers.
For us, cross-channel growth isn’t about being present everywhere – it’s about giving every channel a clear role in turning brand awareness into profitable, accessible demand.