Kypsa is a product-led marketing agency that specialises in crafting stories around the science and technology behind FMCG products. Founded by Shuchi Gangwal, Kypsa focusses on innovative activation and storytelling, the agency helps brands connect effectively with consumers by putting Science x Creativity at the forefront.
Kypsa delivers end-to-end solutions that highlight the benefits of FMCG products through impactful demonstrations, point-of-sale (POS) activations, and other interactive experiences. Kypsa crafts immersive experiences that drive product trials and sales, making product stories tangible and memorable for consumers.
Kypsa has worked with brands like Dove, Rexona, Lux, Lakme, Tata Salt, Snickers, Diageo, Comfort, Dr. Reddy’s, and more.
Medianews4u.com caught up with Shuchi Gangwal, Founder Kypsa
Q. How has Kypsa evolved as an agency since launching a decade ago?
Kypsa was established in 2014 with the ambition of enabling FMCG brands to distinguish their offerings through scientific storytelling.
Over the past decade, we have transitioned from a single-consultant model to a team of over 40 professionals, working with brands in more than 30 countries across categories such as beauty and personal care, home care, pharmaceuticals, and beyond.
Our evolution has taken shape in three key dimensions:
1. Offerings: We have built comprehensive capabilities to support brands from ideation through to execution.
2. Organisation: Our multidisciplinary team is structured to deliver specialised, insight-driven solutions tailored to diverse client briefs.
3. Client Base: While our roots lie in personal and home care, we have significantly expanded into adjacent sectors including food, beverages, pharmaceuticals, and nutraceuticals.
Q. What is the business model and how is it being refined?
At Kypsa, our business model is anchored in value creation through purposeful design. We view design as a strategic function—far beyond aesthetics—serving to communicate the product’s true benefit. We operate at the distinctive intersection of science and creativity, with a dedicated in-house science team working in close collaboration with creative experts. This model enables us to translate scientific insights into engaging, intuitive, and persuasive brand experiences.
We help clients craft communication that sets their products apart in a crowded marketplace, conveying both efficacy and superiority. In doing so, we simplify decision-making for consumers, making product benefits more accessible and impactful. Our services span product storytelling, demo development, omnichannel activations (POS, digital, influencer-led), and future-facing brand asset creation—from technology videos to dCom content and innovation workshops. Each touchpoint is rooted in how the product works and the difference it makes in consumers’ lives.
In essence, Kypsa is a strategic partner in scientific storytelling—driving brand differentiation through credibility, relevance, and meaningful engagement.
Q. Could you share recent examples of end-to-end solutions that highlighted FMCG product benefits?
Certainly, here are a few recent case studies:
1. Lab-to-retail demo execution (Personal Care): For a moisturisation range launched in India, we created a product superiority demo that was activated across two retail seasons in key cities. It was executed live nearly 800,000 times, driving significant consumer trials. We conceptualised the idea and scaled it into modular, easy-to-use demo kits that ensured consistency, clarity, and ease of deployment.
2. dCom storytelling (Skincare): For a no-nasties skincare line, we developed “kitchen science” demos from concept through to lab trials and final video production. These assets outperformed traditional influencer-led content, achieving up to 50x more views and 20x higher engagement on social platforms, under similar promotional conditions.
3. Design for the Future Workshop (Confectionery): We partnered with a global chocolate brand in India to run a future proposition workshop aimed at identifying innovation territories. From research and planning to facilitation and concept development, we provided end-to-end support, generating viable ideas for further testing and potential investment.
Q. Are malls still central to POS activations, or are other venues gaining relevance?
In today’s omnichannel landscape, POS activations extend far beyond malls. Consumers engage with brands across multiple touchpoints, and our strategies reflect that shift. Key activation channels now include:
● Modern and traditional retail formats—from large format stores to local grocers.
● Community activations—including society and apartment engagements, especially effective in high-density markets like India.
● Digital commerce and social platforms—where POS becomes both contextual and personal.
● Experiential events—such as influencer-led gatherings and product launches.
These approaches allow us to reach consumers closer to their decision-making moments, wherever they may occur.
Q. How do packaging and digital signage influence impulse purchases and brand loyalty?
Packaging serves as the product’s most immediate and impactful communication tool. On-shelf or online, it signals quality, functionality, and differentiation—often driving trial and spontaneous purchase. It’s a critical branding space that incurs no additional media cost.
Digital signage, on the other hand, reinforces brand memory and influences consumer psychology. When deployed strategically, it builds recall and primes the consumer to notice and consider the brand amidst a crowded retail environment. Both elements play pivotal roles in influencing purchase and fostering long-term loyalty.
Q. For companies like Diageo, where traditional media is limited, does experiential storytelling take on a greater role?
Absolutely. In environments where media channels are constrained—due to regulation or budget—experiential storytelling becomes indispensable. It allows brands to demonstrate expertise, build connoisseurship, and offer memorable interactions that reinforce credibility. These experiences become vital in positioning the brand as a top contender at the point of purchase.
Q. Is partnering with global enterprises on India-based initiatives a strategic focus?
Yes. India is increasingly a priority growth market for global brands. Kypsa’s India-based presence offers strategic advantages, particularly for multinationals looking to localise activations. Our deep understanding of regional consumers, channel dynamics, and operational nuances positions us as a valuable partner.
Through a glocal model, we tailor global strategies with local insights—ensuring cultural relevance and executional excellence.
Q. How is AI being integrated into Kypsa’s workflows?
AI has significantly enhanced operational efficiency and creative speed. We are using AI tools to streamline processes such as voiceover generation for scratch tracks and rapid visualisation of concepts.
That said, we approach AI integration with caution, especially given the sensitivity around client data. As the technology evolves, we continue to explore its potential while maintaining rigorous data security standards.
Q. How are AR, VR, and MR being leveraged to deliver immersive brand experiences?
While AR, VR, and MR technologies have yet to become mainstream due to hardware access and adoption barriers, they are increasingly valuable in targeted activations.
For example, we recently developed an AR-based engagement for a therapeutic toothpaste launch at a dental conference in Southeast Asia. The tool effectively educated professionals on new product technologies, offering a memorable and differentiated experience.
Q. How is data analytics enhancing Kypsa’s ability to adapt strategies across regions, segments, and TGs?
Design decisions often involve subjective judgment.
We use data analytics to bring objectivity—informing everything from key messaging in short-form videos to selecting the most consumer-relevant scientific claims. Past behaviour analysis and consumer testing enable us to refine concepts, validate effectiveness, and optimise for specific market needs.
Q. What steps is Kypsa taking to support hyper-personalisation across categories?
We’re adopting a modular, layered approach to personalisation. This involves:
● Geographic tailoring— adapting product messaging and visuals to fit cultural and regulatory contexts.
● Channel-specific design— e.g., using explanatory substrates for self-serve demos on social media vs. more tactile formats in guided influencer settings.
● Consumer-led solutions— where product recommendations adjust dynamically based on user inputs. For example, we built a phygital solution for a hair care brand in Thailand where users scanned their hair via an app, received a personalised diagnosis, and were matched to specific product variants.
We also enable regional identity systems, QR-triggered content, and responsive retail setups—delivering personalised engagement at scale.
