Ayesha Chenoy, co-founder of RepIndia, is a force to be reckoned with. From a successful career in investment banking in London to launching one of India’s most formidable digital agencies, her journey has been anything but conventional. With an unwavering vision, an innate sense of creativity, and a refusal to take no for an answer, she has reshaped digital brand-building in India. In this exclusive conversation, Chenoy opens up about her transition, challenges, and what lies ahead.
What inspired your transition from investment banking to founding RepIndia?
A clear gap in the market back in 2013 for reputation management and brand-building in the digital space. I also felt the need to work on my own terms, and, of course, there was a bit of madness involved! It was an exciting challenge to create something from scratch, and I knew the digital landscape was only going to grow.
How did you shape RepIndia’s vision as a disruptive agency?
Our experiences in investment banking, combined with creativity and sheer determination, helped us build an agency that truly stood apart. We refused to take no for an answer. We were among the first to execute truly digital-first campaigns. For instance, we sold burgers on eBay for Burger King’s launch in India-something unheard of at the time. Our approach has always been about aligning a brand’s vision with its digital communication, ensuring that storytelling remains at the core of every campaign.
What were some of the biggest challenges in RepIndia’s early days?
Like any new business, it was incredibly tough. Hiring was a nightmare-candidates wouldn’t turn up for interviews, and those who did rarely honoured their notice periods when leaving. Most clients were hesitant to even give us a pitch opportunity, let alone sign a contract. Working capital was another challenge; there were moments when we genuinely thought we wouldn’t make it through the week. But here we are, stronger than ever.
RepIndia has worked with some of the biggest brands, from Burger King and Sephora to JSW and Tata. How has the agency influenced these brands?
We’ve always believed that digital isn’t just about advertising-it’s about seamlessly integrating a brand’s vision, communication, customer feedback, and return on investment. RepIndia is unique in the way it brings all these elements together. We don’t just build brands; we protect their reputations and ensure they remain relevant in an ever-evolving digital world.
Can you share an instance where RepIndia challenged stereotypes in advertising?
There have been many. One of our earliest campaigns for Select Citywalk challenged traditional gender roles. Our work for Tata Trusts has questioned deep-rooted gender biases, while our campaigns for Viacom have tackled regressive narratives head-on. We believe in using digital storytelling to create real conversations and drive change.
Beyond advertising, you have a passion for writing, particularly poetry. How has that influenced your leadership and creativity?
Writing is the foundation of advertising. At its core, great advertising is about storytelling. Poetry, in particular, is deeply reflective-it teaches you to observe, to feel, and to articulate emotions. I believe that self-reflection makes you a better person, and in turn, a more compassionate leader.
Your book To the Bravest Person I Know has resonated deeply with readers, especially on mental health. What inspired it?
It was a nervous breakdown that led me to write it. Life has thrown a lot at me, especially my father’s battle with Alzheimer’s. Writing became my way of healing, of making sense of everything. And from the messages I’ve received, I know it has helped many others heal too.
What’s next for RepIndia and your journey as a writer?
On a personal front, I’m working on children’s books-something I’ve always wanted to do. As for RepIndia, my brother is now leading the company as CEO, and we have big plans to strengthen our presence in reputation management, technology, and media. The journey is far from over!
Ayesha Chenoy’s story is one of resilience, creativity, and an unrelenting drive to break barriers. From shaping the digital landscape to using words as a form of healing, she continues to redefine success on her own terms. And if her journey so far is any indication, the best is yet to come.
