They didn't guess which creative would work. They tested 50 and let the data decide.
Most app companies run into the same wall with video ads. You know creative testing works. You know you need volume. But the math gets uncomfortable fast. Professional video ad production runs $1,000 to $3,000 per video globally. In India, production houses charge ₹25,000 to ₹75,000 per video. At those rates, 50 videos means anywhere from ₹12 to 37 lakhs in production costs, spread across 10 to 20 weeks if your agency delivers 5 videos every 1 to 2 weeks. By the time you've tested enough creatives to find a winner, you've burned through a quarter's budget and three months of runway.
Soundbox found a different path. They used AI video production to go from 5 test scripts to 50 localized video ads in a single month.
What Soundbox Does
Soundbox is a clever utility app that turns your phone into a UPI payment speaker. Every time a payment comes through on Paytm, PhonePe, Google Pay, or BHIM, Soundbox reads out the notification aloud. No external hardware needed. It's built for the kirana store owner, the street food vendor, the salon, the tailor, anyone running a counter where checking your phone screen for every transaction is a pain.
The product is simple and solves a real problem. The challenge was getting it in front of the right people at scale.
The Experiment: January
Soundbox came to us in January with a straightforward goal. They wanted to test video creatives for Meta ads and figure out which messaging actually resonated with their audience. Instead of going the traditional production route, they decided to run the entire experiment through AI video production.
We started by producing 5 distinct scripts. Each script took a different angle on the same core value prop: hear your payments, don't check your phone. One script focused on the busy shopkeeper who misses payments in the chaos. Another showed the trust problem when customers claim they already paid. A third played up the simplicity of setup compared to hardware soundboxes.
[INSERT VIDEO: Sample of initial script variations]
Five scripts doesn't sound like a lot, but this is where most teams get it wrong. They jump straight to volume before knowing what works. The January batch was about learning, not scaling.
Within a couple of weeks, the data was clear. Two of the five scripts significantly outperformed the others. We had our winners.
Scaling: February
This is where AI production really showed its teeth. Once we knew which scripts worked, the next question was how to extract maximum performance from those winners.
We produced 30 different hooks for the top-performing scripts. Same core narrative, but each version opened differently. Some started with a question. Some opened with a relatable frustration. Some jumped straight into a demo. The idea was to test which first 3 seconds grabbed attention, because on Meta, that's the only real estate that matters.
[INSERT VIDEO: Hook variation examples]
From those 30 hooks, the top performers were clear within days. And here's where the volume really kicked in.
We took the best-performing hook and script combinations and translated them into 5 regional languages: Kannada, Telugu, Tamil, Punjabi, and Marathi. These weren't random picks. Soundbox's data showed that the majority of their audience was concentrated in these regions, so localizing for them meant covering the highest-impact segments first. The originals were all in Hindi. Each translation wasn't just a subtitle or a dub. We used AI to regenerate the videos with native voiceovers and culturally appropriate pacing, so they felt local rather than translated.
[INSERT VIDEO: Regional language examples]
The final count for February was over 50 videos. 5 scripts became 30 hook variations became 50+ localized creatives, all within a single month.
The Results
Soundbox's creatives became the top-performing ads in their Meta ad library. The videos produced through our AI pipeline consistently pulled the highest impressions across their entire ad account, and the team is now tracking conversion data to confirm what the impression numbers already suggest.
That's not because any single video was a masterpiece. It's because AI video production fundamentally changes the math. When you're batch processing 10 videos in a couple of days, you're not waiting around for a production cycle to finish before you learn something. You're learning constantly.
Traditional production delivers about 5 video ads every 1 to 2 weeks at ₹25,000 to ₹75,000 per video. With AI production, Soundbox tested 30 hook variations in that same window, then localized winners into 5 languages on top of that. The speed of learning compounds fast when your production bottleneck disappears.
[INSERT VIDEO: Top performing creative]
What Happened Next
After seeing what worked for Soundbox, the team is now applying the same playbook to other apps in their portfolio. Same framework: start with a small batch of script variations, identify winners through real ad spend data, then scale the winners horizontally through hook testing and language localization.
The pattern is repeatable. That's the point.
Why This Works
There's a structural reason why AI video production at this volume produces results, and it's not just about making more videos.
When you can go from concept to finished video in hours instead of weeks, you fundamentally change the feedback loop. Instead of guessing which creative will work and betting your monthly budget on it, you test cheaply, learn fast, and double down on what the data tells you. The creative strategy becomes iterative rather than speculative.
For app companies running performance marketing, AI production changes the economics entirely. Your creative fatigue problem shrinks because you have a constant pipeline of fresh variations, shipped in batches of 10 every couple of days. Your localization strategy stops being an afterthought because spinning up regional versions of a winning creative takes days, not weeks. And when the data starts showing that these creatives consistently pull the highest impressions in your ad library, you know the system is working.
[INSERT DIAGRAM: Creative testing funnel - 5 scripts → 30 hooks → 50 localized videos]
If you're running an app or managing performance marketing for one and want to see how this kind of creative velocity looks in practice, we're happy to walk you through it. Book a quick call and we'll show you the actual Soundbox ads and the process behind them.
