Joint venture combines Tribes’ scale with Medulla’s healthcare expertise to deliver compliant, impactful, and innovative Rxperiences
Mumbai/Delhi, September 25, 2025 – Tribes Communications, India’s largest and most awarded integrated marketing communications agency, and Medulla Communications, one of the world’s leading healthcare-specialist agencies, have announced the launch of Capsule: The Rxperience Agency. This first-of-its-kind venture in India is dedicated to creating compliant, meaningful, and high-impact healthcare events and activations.
Healthcare engagement in India has historically relied on generic formats that risk compliance and dilute storytelling. Capsule addresses this gap by combining Tribes’ scale, executional excellence, and advanced experiential technology with Medulla’s scientific expertise, medical credibility, and award-winning healthcare communications, setting new benchmarks for the industry.
The Capsule Advantage
Experiential Scale: Tribes brings India’s largest OOH and experiential network, with US$100+ million capitalized billing, 450+ active clients, and a nationwide presence across 17 offices.
Scientific Credibility: Medulla ensures medical accuracy and compliance, supported by doctors, pharmacists, and healthcare specialists.
Award-Winning Creativity: Together, the agencies are globally recognized at Cannes Lions, Clios, LIA, and OneShow for blending compliance with creativity.
Seamless Delivery: Capsule offers curated events and activations with precision, storytelling, and executional excellence.
Global & Local Reach: Combining India and Asia footprints with international partnerships to connect brands with audiences worldwide.
Technology & Innovation: Leveraging Tribes’ advanced DOOH and digital experiential platforms alongside Medulla’s proprietary tech for measurable, immersive healthcare engagements.
From pharma launches and patient awareness campaigns to medical conferences and behavior-change activations, Capsule delivers campaigns that balance scientific accuracy with creativity, compliance, and scale.
> “Healthcare engagement needs to evolve beyond traditional formats. With Capsule, we are shaping a new paradigm where science, creativity, and scale converge. Our vision is to set a global benchmark for compliant, immersive, and transformative healthcare communications,” said Gour Gupta, Chairman & MD, Tribes Communications.
> “As a specialist healthcare agency, we understand the challenges of creating compliant yet impactful events. Joining forces with Tribes allows us to deliver not just experiences but true ‘Rxperiences’ that elevate healthcare communication,” added Praful Akali, Founder & MD, Medulla Communications.
About Capsule
Capsule: The Rxperience Agency is a joint venture between Tribes and Medulla Communications. It is India’s first super-specialist healthcare experiential agency, combining scientific depth with experiential scale to redefine how healthcare communicates, connects, and inspires in India and beyond.
About Tribes Communications
Tribes Communications is a US$100+ million integrated marketing communications agency specializing in OOH, experiential, events, digital, rural & retail marketing, sports marketing, and celebrity management. With 450+ active clients, 600+ awards, and 17 offices nationwide, Tribes is recognized for creating immersive, high-impact brand experiences.
About Medulla Communications
Founded in 2008 by Praful Akali, Medulla Communications is a globally recognized healthcare-specialist agency, honored as #1 Healthcare Agency of the Year at Cannes Lions 2016, ranked top three globally for three consecutive years (2015–2017), and consistently recognized for effectiveness by Effies and WARC.
