Inside Hypergro's AI Play For Making Hyper-Personalised Video Ads

Haven’t you been drawn into a compelling video while browsing the net – only to realise midway that it was actually an advertisement? But, by then, the well-crafted and incredibly designed content has captured your attention.

The product has jostled into your mindspace. And, the job is done.

In today’s video-first world, short-form content, live streams, and interactive videos dominate our screens, grabbing our attention instantly. Brands have long shifted from static, text-heavy ads to dynamic video ads. The move aligned perfectly with the smartphone-armed, billion-plus Indian consumers.

A shift to video ads wasn’t enough to create top-of-the-mind recall in a discerning consumer class that relies heavily on personalisation. But, delivering true personalisation isn’t simple. It requires a robust customer engagement platform that gathers data, analyses preferences, and orchestrates tailored interactions across multiple touchpoints.

But personalisation is a double-edged sword. Get it right, it enhances engagement. When you get it wrong, it feels intrusive. Many people have experienced the eerie feeling of seeing an ad that’s too relevant. Sometimes it’s convenient and, at times, it’s unsettling.

Brands strike a fine balance by creating multiple ad variations tailored to varied audiences. Achieving this at scale was, however, challenging with no truly scalable, automated approach from agencies, until GenAI changed it all. That’s where comes in.

Bengaluru-based Hypergro automates video generation, optimises performance campaigns, and engages leads through AI-powered sales agents. A seamless integration of various digital cues helps create hyper-personalised marketing strategies.

Hyper-personalised content rule the online video space, which is India’s fastest-growing digital ad format, claiming a 28% market share at Rs 13,756 crore, according to the e4m Dentsu 2025 report. With an impressive growth rate of 27.6%, it is poised to capture 30% of the market by the end of 2025, when the online video ad market is projected to reach INR 59,200 Cr.

The Hypergro Backstory

Ads that sell, made by AI – that’s how Hypergro introduces itself on the landing page of its website. Rituraj Biswas and Neha Soman created Hypergro in 2022 to use AI to generate video ads instantly from product details. “Our AI tools write the script, create visuals, edit the content, add captions, and deliver a ready-to-publish ad in minutes,” said Biswas.

Before rolling out Hypergro, Biswas worked with short video platform ShareChat, which gave him an exposure to hyper-personalisation. “In the world of reels and short videos, no two feeds are the same – your recommendations differ from mine. Ads should follow the same principle,” he said.

A beauty brand, he explained, needs to market the same product differently to various customers. Some may prefer organic, skin-friendly ingredients, while others may look for budget-friendly options. A luxury-focused ad cannot entice and engage a budget-conscious user and, it’s the other way round, too. “That’s where Hypergro stands. We build a powerful content engine that generates high-quality, hyper-personalised video ads in multiple languages with tailored messaging within a short turnaround time.”

Evolving In Sync With GenAI

Generative AI was taking baby steps when Hypergro was born. The founders designed the platform to enable UGC creators to produce content faster and in a more incentivised manner. Soon they realised that, as non-creators, they had some misconceptions.

“We assumed that content creators – whether influencers or professionals – would naturally excel at every aspect of content production. However, we discovered that most creators had strengths in specific areas – some were great at scriptwriting, others excelled in editing, and some were skilled at shooting but struggled with other aspects,” Biswas said.

The founders explore a solution to streamline the entire process, starting with scriptwriting. ChatGPT 3.5 came up around this time and made a significant leap forward. Hypergro integrated AI into its platform to generate script ideas for creators.

Over the next year, AI models evolved rapidly. By late 2024, image-generation models had improved significantly, although they were yet to fully replace human creators. To enhance the content creation process, they introduced features like visual storylines and mood boards, helping brands and creators visualise how their ads would look.

“By December 2024, our AI-generated video outputs reached a decent quality level,” he added. The startup leveraged these advancements to integrate AI-powered B-rolls and automated video editing tools, which made content production significantly easier without requiring a full-fledged editing team. These AI-driven solutions streamlined workflows and reduced production costs.

Content creation still required human involvement, which limited the scope of reducing the costs. As brands came under financial pressure with rising competition, they sought higher-quality production at a fraction of the cost – sometimes as low as 20% of the traditional budget.

In the past four months, AI has grown 10 times, according to Biswas. “Advancements made open-source and closed-source AI models so powerful that we were able to replace or enhance many aspects of content production. Brands now had the option to choose between human creators supported by AI-powered tools or entirely AI-generated content. Towards the end of 2024, we launched AI avatars, allowing brands to feature creators in their ads without requiring them to be physically present for shoots. Additionally, fully AI-generated, high-quality ads became possible.”

Inside Hypergro’s Core Offerings

Hypergro is building a full-stack AI-powered short video marketing platform that empowers brands with deep targeting, rapid content generation, and automated campaign optimisation – all tuned to real-time consumer sentiment and hyper-local insights.

At the core lies a proprietary targeting algorithm optimised for the Indian market. It helps brands dynamically discover their ideal audience cohorts, down to district or PIN code level, based on live trends (like IPL), consumer behaviour, and product affinity.

Once audiences are mapped, the AI auto-generates video content tailored to each cohort using a combination of influencer avatars, cinematic ad styles, and even cartoonish storytelling. In the pre-production level, AI recommends ideas based on trending data, brand input, and audience behaviour, suggesting which content should be creator-led, which feature real influencers sharing authentic endorsements, or human-style videos that mimic the format using actors or AI for scalable, brand-controlled messaging.

When the content enters production, proprietary modules select the best generative models for different shot types such as cinematic, product-heavy, or human-focused, to build video content at scale. The post-production is about auto-translation and message tweaking across multiple languages, generating hundreds of ad variants (15 base videos × 10 variants = 150 assets).

Once deployed, Hypergro’s GrowthAI tracks ad performance across platforms like Meta, Google, YouTube, and Snapchat, analysing what resonates where and why. It identifies top-performing creatives, allocates more budget to high-ROAS variants, and feeds back insights to optimise future campaigns.

Hypergro closes the loop by deploying voice-based AI agents that follow up with users who abandoned carts or didn’t convert, collecting qualitative insights at scale.

The Hypergro Clientele

The startup claims to have served over 150 brands to date, while 50 more are actively working with it in parallel.

“Until the end of last year, our focus was primarily on perfecting the product. It’s only this year, in fact, this quarter, we have really started thinking about scaling revenue and expanding our client base. Despite that, we receive close to 500 to 800 unique inquiries every month,” Biswas said.

Hypergro typically works with brands that are in their growth stage. Direct-to-consumer (D2C) brands from sectors such as beauty and healthcare form a major chunk of its clientele, especially those focused on increasing their return on ad spend.

“The other key segment we cater to is apps, whether it’s gaming apps or consumer apps, where the objective is usually to reduce cost per install or improve user retention,” Soman said.

The Way Forward For Hypergro

Hypergro has just raised INR 7 Cr in a pre-Series A funding round led by Eternal Capital, with investors such as Silver Needle Ventures, VCats, and Astir Ventures chipping in, media reports said. The funding aims to accelerate Hypergro’s AI innovation and global expansion.

The startup has found great traction in the medical space. It is currently working with Apollo and a number of smaller clinics and healthtech startups and plans to invest heavily into building a dedicated vertical around medical services.

“We started by focusing on the Indian market, and for this quarter, we’re doubling down on it. But from the next financial quarter, we plan to go international. As I mentioned earlier, there are already global players like Icon.me and Hedra.com – both direct competitors – and they’re doing really well in the US market. But with AI evolving so rapidly, we know we have to grow aggressively, and global expansion is a key part of that growth strategy,” Biswas said.

The startup is confident of crossing $3 Mn in revenue by the end of the FY26, with potentially higher ARR. In the December 2024 quarter, it doubled the revenue over the previous quarter. The company had so far concentrated most of its efforts on building the product. As it has stepped up focus on scaling, it aims at five to 10 times annual growth.

Biswas said the company hasn’t officially disclosed its financials for FY25 yet. It expects to close the year at just under INR 3 Cr, raising its topline from INR 50 lakh in FY24. “This growth will drive us to scale the business in future,” the founder said.

[Edited by Kumar Chatterjee]

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