In 2020, amidst the COVID pandemic and an unprecedented shift to digital tools, sisters Nayanika and Kaashni Kapoor saw an opportunity. They co-founded Lemon Media Company, a social media & digital marketing agency focused on creating genuine connections between brands and audiences. The duo, with complementary skill sets and a shared vision, have built Lemon Media Company into a full-service agency with a unique approach to marketing – placing storytelling, authenticity and deep audience engagement at its core.
For Nayanika Kapoor, the journey to Lemon Media began years earlier. A graphic designer by profession, she started working in digital marketing and production in 2016.
“During the lockdown, everything went digital, and I saw it as the perfect time to use my skills for something bigger,” she says.
With Lemon Media Company, Nayanika envisioned a space where brands could connect more meaningfully with their audiences, moving beyond traditional influencer-driven campaigns that focus on clicks and numbers. “More than just reach, brands needed real engagement and storytelling,” she says.
The foundation of Lemon Media Company’s distinctive approach is its in-house, 360-degree model, a strategy the duo believes sets them apart in an industry that often relies on outsourcing. Its in-house services cover production, photography, videography, website development, branding, paid advertisements, SEO and social media management and more.
“Our model lets us fully control quality and timelines, providing an end-to-end experience that ensures each campaign is cohesive and impactful.” she explains.
According to Kaashni, who has a background in PR and team management, this approach not only differentiates Lemon Media Company but also gives clients a seamless journey from concept to execution, a quality that has driven client satisfaction and retention.
“Throughout each campaign, we monitor performance, optimise based on real-time data, and provide regular updates to ensure the results align with the client’s vision,” says Kaashni.
This has allowed Lemon Media Company to deliver campaigns that resonate on a personal level with audiences, which in turn drives long-term brand success. Kaashni says their focus is on cultivating a collaborative culture where creativity, quality and efficiency are prioritised across all assignments.
“We have built a culture where team members bring diverse perspectives and ideas, especially during brainstorming sessions. These sessions allow input from all areas, which leads to innovative ideas and ensures a cohesive project direction,” Kaashni explains.
Clear roles and responsibilities streamline the workflow, while the two founders encourage the team to push the boundaries, experiment with ideas and innovate with every project, characteristics that are becoming increasingly crucial for success in today’s crowded digital world.
As part of their work process, Lemon Media Company creates integrated project teams that bring together experts from various disciplines, such as photography, videography, and website development, to work closely from the outset. This structure ensures that every project benefits from each team member’s skills, aligning with the project’s overall vision and objectives.
Retaining clients and acquiring new ones is another area where the Kapoor sisters have devised a distinct strategy. Lemon Media Company has managed to secure repeat clients and attract new ones by focusing on building strong relationships and delivering consistent campaigns.
The sisters’ vision for Lemon Media Company extends beyond present-day campaigns. Nayanika believes the future of brand building will revolve around personalisation, authenticity, and community engagement. “Consumers today seek transparency and genuine connections with brands,” she says, adding that emerging technologies such as AI and AR/VR will play a vital role in this change.
Reflecting on the journey, both sisters acknowledge the challenges they have faced, from balancing diverse responsibilities to managing a growing company. Kaashni emphasises that running a company has required her to develop knowledge across creative, operational and financial aspects, a balancing act she describes as the most challenging. For Nayanika, working with Gen-Z clients has been both a challenge and a learning experience.
“They are incredibly creative and perfect for our industry, but professionalism can sometimes be lacking. We have worked on bridging this gap, finding ways to utilise their creativity while keeping projects on track,” she shares.
As Lemon Media Company looks to the future, the sisters envision growth through collaborations with larger brands and expanding their team with more talented individuals.
For young women entering the digital marketing industry, Kaashni’s advice is clear: “Take a leap of faith and start. Believe in your vision and pursue it wholeheartedly. It is all about going after what you want with full commitment.”
Throughout their journey with Lemon Media Company, Nayanika and Kaashni Kapoor have shown how to blend creativity with strategy. With a focus on clients and a strong commitment, they’ve made a name for themselves in a busy market. But the sisters see this as only the beginning. Looking ahead, they aim to work with larger clients, take on bigger brands, and grow Lemon Media Company to new heights.
