Tribes Communications and Medulla Communications have announced the launch of Capsule: The Rxperience Agency.

A healthcare-dedicated experiential agency, Capsule is created to deliver compliant, meaningful, and impactful events and activations.

Healthcare engagement in India has long struggled with generic formats that risk compliance, dilute storytelling, and reduce impact. Capsule aims to address this gap by combining Tribes’ scale and executional excellence with Medulla’s scientific depth and healthcare expertise. 

From pharma product launches and patients’ awareness campaigns to medical conferences, behaviour-change activations, and exhibitions, Capsule is designed to create healthcare campaigns that balance scientific accuracy with creativity and scale.

Manifest spoke with Gour Gupta, chairperson and MD, Tribes Communication; and Praful Akali, founder and managing director, Medulla Communications, on what inspired their entry into the specialised domain of healthcare experiences, the broader growth strategies and more.

What inspired Tribes Communications to enter the specialised domain of healthcare events and activations?

Gour Gupta (GG): At Tribes, we’ve always believed in pushing the boundaries of experiential engagement. Healthcare, however, has remained underserved with generic formats that often risk compliance and dilute impact. We saw a clear opportunity to bring our scale and executional strength into this space, and with Medulla’s healthcare expertise, Capsule is perfectly positioned to transform how healthcare connects with professionals, patients, and the larger ecosystem.

How is Tribes preparing its team to understand the complexities of healthcare compliance and storytelling? 

GG: We are investing in training and cross-learning programs where our teams engage closely with Medulla’s medical and scientific experts. This collaboration ensures our people don’t just understand compliance, but also appreciate the nuance of healthcare storytelling. For us, compliance isn’t a constraint—it’s the framework within which creativity and impact can truly thrive.

How does this new vertical align with Tribes’ overall growth strategy?

GG: For Tribes, Capsule is a natural extension of our vision to lead across specialised experiential categories. Healthcare is one of the fastest-growing and most regulated sectors in India, and Capsule allows us to diversify meaningfully while staying true to our DNA of scale, innovation, and impact. It strengthens our portfolio and positions us at the forefront of a high-growth domain.

What drove Medulla Communications to collaborate on a new healthcare experiential agency like Capsule?

Praful Akali (PA): For us at Medulla, the inspiration came from seeing clients struggle with generic activations that either missed compliance or lacked depth. We wanted to create something more meaningful—an offering where medical expertise and experiential excellence come together. Partnering with Tribes, with their unmatched scale and delivery, allows us to bring this vision to life in a way no one else can.

Medulla has won global healthcare awards. How will that international experience be applied to the Indian market through Capsule?

PA: Our international recognition has come from balancing creativity with scientific accuracy, something healthcare brands everywhere need. With Capsule, we’re contextualising that experience for India—ensuring compliance with local regulations while delivering global-quality engagement. The combination of Medulla’s healthcare depth and Tribes’ India-wide executional network ensures we can bring world-class practices to the Indian market at scale.