Oshea Herbals earlier this year marked a milestone in its brand journey with the nationwide rollout of its television commercials across cinema halls, now live on 700+ screens across India. The TVCs are being showcased in selected PVR INOX multiplexes and standalone theatres, in association with UFO Cine Media Network, spanning seven key states.
The on-screen presence covers West Bengal, Bihar, Punjab, Maharashtra, Andhra Pradesh, Telangana, and Kerala, placing Oshea directly in front of a captive, high-attention audience. The brand’s Facewash and Sunscreen TVCs are being played before movie screenings and during intervals, ensuring consistent visibility and strong recall throughout the cinema experience.
This theatre-first rollout highlights Oshea Herbals growing focus on immersive, high-attention brand exposure, particularly in markets where the brand already enjoys strong retail traction. Through cinema halls, Oshea is engaging consumers at moments when attention is undivided and the environment is emotionally charged, allowing brand messaging to land with greater depth and impact.
Medianews4u.com caught up with Yash Kundlia, Co-Founder, Oshea Herbals
Q. Oshea Herbals’ broader growth strategy blends offline strength, experiential visibility, and mass-reach platforms. What does this entail?
For us, growth has never been about choosing one channel over another. It’s about building a system where each channel strengthens the other. Offline gives us depth and trust. Experiential visibility helps consumers feel the brand. Mass-reach platforms help us scale the story. When all three work together, the brand doesn’t feel fragmented. It feels familiar.
You see us in stores, you experience us in physical spaces, and you encounter us in moments where attention is high. That combination creates a recall that lasts beyond a single purchase.
Q. The company is using multiplexes in a big way. Is the advantage the fact that there is a captive audience?
Yes, but it’s more than just captivity. In a cinema hall, people are mentally switched on. There are no distractions, no scrolling, no skipping. The screen is large, the sound is immersive, and the environment carries credibility. When a brand appears there, it feels serious. For us, cinema gives context. Our products solve everyday problems, but showing them in a premium environment elevates how people perceive them. It’s attention with intent.
Q. Beyond ads on the screen is Oshea Herbals also doing experiential marketing by doing trials at multiplexes and shopping malls?
Yes, experiential marketing is an important layer for us. Wherever possible, especially in malls, we look at product trials, sampling, and on-ground engagement. Skincare and personal care are tactile categories. People want to touch, feel, and understand. Trials shorten the distance between awareness and trust. Cinema brings attention. Experience converts that attention into belief.
Q. Could you talk about the company’s social media strategy through short form videos on platforms like Facebook, Youtube?
Short-form video has become our strongest storytelling tool. Consumers today want quick clarity. They want to understand what a product does, how it fits into their routine, and whether it feels honest. We use short videos to educate, not overpromise.
These formats allow us to explain ingredients, routines, and real use cases in a simple way. It’s less about being viral and more about being useful. When content helps people, engagement follows naturally.
Q. Last year Oshea Herbals onboarded Bollywood actor Nushrratt Bharuccha as its new brand ambassador. How will she help inspire consumers to inculcate natural, safe, and effective solutions in their everyday beauty routines?
Nushrratt connects because she feels real. She doesn’t come across as distant or overly polished. That authenticity matters to us. Her association helps us communicate that beauty doesn’t need extremes. It needs consistency, safety, and care.
She helps translate our philosophy into everyday language. Not intimidating, not exaggerated. Just relatable confidence.
Q. Will the company in tandem also be working with health influencers to get the message across?
Yes. Health influencers add credibility at a different level. Consumers today trust people who explain the why, not just the what. Dermatologists, skincare educators, and wellness experts help validate our approach. They don’t sell. They explain. That fits perfectly with how we want to be seen.
Q. Will most marketing activities take place during the Summer? Will other traditional media like print, OOH play a role?
Summer is naturally important because skin concerns peak then, especially sun care. But our marketing calendar is spread across the year.
Print and outdoor still play a role in certain markets, especially where retail presence is strong. These mediums help reinforce familiarity. Digital drives discovery. Offline builds trust. We use each where it makes sense.
Q. How is predictive analytics helping the company grow its retail network and expanding digital presence?
Data helps us reduce guesswork. We study sales patterns, regional preferences, repeat purchases, and store performance.
This allows us to decide where to open next, what product mix to push, and how to support retailers better. Predictive insights help us grow responsibly rather than aggressively.
Q. How has AI been integrated into the company from product innovations to marketing efficiency?
AI supports us behind the scenes. From formulation research to demand forecasting to content optimisation, it improves efficiency.
It helps us move faster, but decisions remain human. AI informs. It doesn’t dictate. That balance is important.
Q. AI Search is having a huge impact with consumers starting to use LLMs across categories for product discovery. This leads to conversions. Is Oshea re-calibrating its Search strategy as a result?
Yes, absolutely. Search today is no longer just keywords. It’s an intent-based discovery. Consumers ask questions. They compare. They seek explanations.
We are restructuring content so that our products are discoverable in those conversations. The focus is clarity, not manipulation.
Q. Since they value authenticity, are Gen Z and Gen Alpha forcing marketers in this category to rethink the messaging strategy?
Completely. These generations don’t respond to exaggerated claims. They see through it instantly.
They want honesty, transparency, and relevance. This has forced brands to speak more clearly and behave more responsibly. It’s a healthy shift.
Q. How will Oshea Herbals approach B2B marketing to strengthen relationships with its retail network through things like seminars, workshops?
Retailers are our partners, not just distribution points. We conduct training programs, workshops, and knowledge sessions so they understand products deeply.
When retailers believe in what they sell, consumers feel it. Education builds long-term loyalty on both sides.
Q. How much R&D goes into product formulations? Is there a rigorous testing process?
A significant amount. Every formulation goes through multiple stages of testing. Stability, safety, efficacy. Nothing reaches the shelf without validation.
We believe herbs deserve as much scientific discipline as any modern active. That’s non-negotiable for us.
