On a sultry July day, while millions shopped through Myntra’s End of Reason Sale, an invisible revolution powered the slick videos that popped up on customers’ screens. Shoppers paused, drawn to shimmering fabrics and animated models who turned, smiled, and twirled—all in videos that radiated the polish of a professional film. Yet not a single actor, director, or cinematographer had set foot in a studio. These campaign videos were conjured by the algorithms of Hypergro AI, a Bengaluru-based startup that’s now redefining the way brands tell stories.
Studio Magic… Without Studio Hassle
Born in 2022 out of India’s expanding martech wave, Hypergro was founded by Rituraj Biswas and Neha Soman, who recognized that the TikTok-Instagram generation was hungry for visual storytelling, but the economics of churning out highly personalized videos at scale simply didn’t add up for most companies. With just eight months under its belt, Hypergro has produced over 10,000 unique, AI-generated product videos for Myntra—delivering at both incredible speed and astonishingly low cost.
How did they do it? Instead of one monolithic AI, Hypergro’s tech operates as a network of more than 50 proprietary large language models (LLMs), each fine-tuned for tasks like generating hyper-realistic human faces, intricate apparel textures, or crafting virtual environments. This architecture enables a daily output of 500 new videos, delivering assets at a 95% reduction in turnaround time and slashing costs by up to 90% compared to traditional video shoots. Each ad breezes through over 150 brand compliance checks before going live, ensuring Myntra’s stringent standards aren’t compromised.
Rituraj Biswas, one of Hypergro’s founders, explained, “The magic in the tech is basically our architecture of how to use the LLMs.” He emphasized that Hypergro’s edge is not just in the creative models, but in their seamless orchestration, as reported by local business news outlets.
Their system pulls from product data, market trends, and even hand-written brand guidelines, then rapidly scripts, visualizes, edits, and delivers ready-to-publish commercials in English and Indian languages, personalized to every customer micro-segment.
The Tipping Point for AI-Driven Ad Tech
Why is this such a game-changer? India’s online video ad market, poised to hit ₹59,200 crore by the end of 2025, demands not just volume, but hyper-personalization—a puzzle that breaks the bank for traditional agencies. Hypergro offers “studio quality at the price of a slideshow,” as one marketer commented to Brand Equity, changing the economics for brands eyeing the next (hundred) million consumers.
Myntra isn’t alone: Hypergro’s client roster spans more than 150 brands, from beauty upstarts like Frido to fintechs and even gaming platforms. Their rapid success has drawn Rs 7 crore in Pre-Series A funding from Eternal Capital and others, with the capital earmarked for heavyweight R&D and international expansion.
Who Else Is In the AI Video Arena?
Hypergro isn’t the sole contender. The sector’s heat has attracted notable startups:
- Maino (Bengaluru): Also leverages GenAI for automated ad production, emphasizing cross-platform campaign optimization. Maino is working towards making the process plug-and-play for brands with limited in-house creative resources.
- PixisAI: Focuses on AI-driven marketing campaign optimization, creating adaptive assets and automatically adjusting spend based on real-time data. It’s more performance-focused but also delves into creative automation.
- Motionshift: Specializes in personalized shoppable video and user-generated content, carving a niche in D2C and beauty segments.
While each startup takes a slightly different angle, Hypergro’s ability to deliver both large-scale, high-variance video assets at near real-time speeds—and with deep brand specificity—has set it apart in this competitive arena.
What’s Next?
Skepticism lingers among brands about the authenticity of AI-generated assets and about privacy. Hypergro tackles this with transparent, privacy-first frameworks, extensive “do not do” guidance, and custom training for each brand. The company’s next frontier is global: plans are in motion for launches in the US, GCC, and Asia-Pacific, with deeper integration into digital ad networks.
For a shopper, these advances will quietly shape every scroll, every impression, every purchase. For brands, the era of guesswork, generic ads, and missed connections is winding down. Hypergro’s story isn’t just about clever code—it’s about creating an invisible magic that, much like Myntra’s maroon kurta video, feels tailor-made, every time.
