Mumbai: Tribes Communications has partnered with Medulla Communications, one of the world’s most acclaimed healthcare-specialist agencies, to launch Capsule: The Rxperience Agency—India’s first dedicated healthcare experiential agency. The new venture is designed to deliver compliant, meaningful, and high-impact healthcare events and activations.
Healthcare engagement in India has often relied on generic formats that risk compliance, dilute storytelling, and reduce overall impact. Capsule aims to address this gap by merging Tribes’ scale and executional excellence with Medulla’s scientific depth and healthcare expertise, setting a new benchmark for the industry.
Encapsulating the best of both worlds
- Experiential Scale: Tribes brings unmatched reach and scale through its extensive network, with US$100+ million capitalized billing, 600+ awards, a 450+ active client base, and 17 offices nationwide, delivering immersive formats across India.
- Scientific Credibility: Medulla’s expertise, backed by doctors, pharmacists, and award-winning healthcare communication, ensures accuracy, compliance, and credibility.
- Award-Winning Creativity: Combined recognition at Cannes Lions, Clios, LIA, and OneShow demonstrates that compliance and creativity can coexist.
- Seamless Delivery: Capsule offers curated events and activations that blend compliance-first precision with memorable storytelling.
- Global & Local Reach: With an extensive India and Asia footprint, plus international partnerships, Capsule connects brands with audiences everywhere.
- Technology & Innovation: Leveraging Tribes’ advanced DOOH and digital experiential capabilities alongside Medulla’s proprietary technology platforms, Capsule enables measurable, high-impact healthcare engagements.
From pharmaceutical product launches and patient awareness campaigns to medical conferences, behavior-change activations, and exhibitions, Capsule aims to balance scientific accuracy with creativity and scale.
Speaking on the launch, Gour Gupta, Chairman & MD, Tribes Communications, said, “Healthcare engagement needs to evolve beyond traditional formats. With Capsule: The Rxperience Agency, we are not just creating events, we are shaping a new paradigm where science, creativity, and scale converge. Our vision is to set a global benchmark for healthcare communications: one that is compliant, immersive, and transformative. This is about raising the bar for the entire industry and reimagining how healthcare connects with the world.”
With meetings, events, and activations being the industry’s single largest marketing expense, Capsule is positioned to help brands engage meaningfully with professionals and patients at scale, setting new standards of innovation, compliance, and impact.
Praful Akali, Founder and Managing Director, Medulla Communications, added, “As a specialist pharma and healthcare agency, we understand the industry’s struggle with creating compliant yet impactful events, activations and experiences, especially with healthcare professionals or patients, and are so glad to join forces with Tribes like two halves of a capsule to create not just unique experiences but what we like to call Rxperiences.”
