An interview with Nayanika Kapoor, Kaashni Kapoor, founders of Lemon Media Company, Digital Marketing & Social Media Marketing Agency
In an insightful interview with Nayanika and Kaashni Kapoor, the dynamic founders of Lemon Media, we explore the innovative strategies behind their successful digital marketing and social media agency.
From navigating industry challenges to creating impactful campaigns, the Kapoors share their journey of building Lemon Media into a leading agency known for its creativity and results-driven approach.
Can you tell us about the journey of Lemon Media Company? What inspired you both to start this digital marketing agency?
Nayanika Kapoor: When I founded Lemon Media in 2020, I wanted to create a space where brands could connect with their audiences in more authentic and impactful ways. The idea came from my experience observing how digital marketing was evolving.
I noticed a gap in the market for influencer-driven campaigns beyond just numbers and clicks—brands needed deeper engagement, storytelling, and genuine influence.
The pandemic accelerated the shift to digital and made the need for innovative, personalised marketing even more apparent.
How have you seen digital marketing evolve over the years, and how has Lemon Media adapted to these changes?
Kaashni Kapoor: I’ve seen digital marketing evolve from simple online presence to a highly interactive, strategic experience. Audiences now expect brands to be authentic, engaging, and values-driven.
To meet these demands, we’ve built a 360-degree approach—handling everything from in-house production and video creation to influencer strategy and website development.
We stay agile, keeping up with trends in short-form video and interactive content, adapting quickly to platform changes.
At our core, we prioritise innovation and data-driven strategies, enabling us to create impactful, real-time campaigns that amplify our clients’ digital reach.
What are some of the biggest challenges you’ve faced in growing Lemon Media, and how did you overcome them?
Nayanika Kapoor: One of the main challenges I’ve faced is dealing with Gen-Z team. They are incredibly creative and the best fit for our industry, but they can sometimes be a bit unprofessional.
Learning to bridge this gap has been key, and over time, we’ve found ways to harness their creativity while maintaining professionalism.
Social media is constantly evolving. How do you keep up with trends, and how do you decide which platforms or strategies to focus on for clients?
Nayanika Kapoor: Keeping up with social media trends requires constant research, experimentation, and adaptability. At Lemon Media, we actively monitor emerging platforms and tools, attend industry webinars, and analyse successful campaigns to stay ahead. Our team also relies on analytics to understand audience behaviours and preferences across platforms.
When deciding on platforms and strategies for clients, we focus on their target audience, brand voice, and campaign goals.
We test different approaches to identify what resonates best, ensuring our choices are data-backed and results-oriented. This way, we tailor each client’s strategy to the platforms where they’ll have the strongest impact.
What advice would you give to aspiring entrepreneurs, particularly women, looking to break into the digital marketing space?
Kaashni Kapoor: Take a leap of faith and just start. Put your heart and mind into what you want to do, and don’t hesitate. Believe in your vision and go after it with everything you have.
How do you envision the future of Lemon Media? Are there any new projects or directions the company is exploring?
Nayanika Kapoor: At Lemon Media, we’re focused on innovation and growth. We’re exploring solutions for personalised content, advanced analytics, and automation, along with expanding Citrus Studio (the creative arm of Lemon Media Company, launched just a few months ago) to create immersive branded content.
Additionally, we aim to deepen our role in influencer marketing by developing long-term brand ambassador partnerships. Our vision is to keep evolving to deliver impactful, holistic digital solutions for our clients.
Nayanika and Kaashni Kapoor’s expertise and vision continue to shape the digital marketing landscape. Through Lemon Media, they are empowering brands to connect with audiences in fresh, meaningful ways, proving that innovation and passion are key to success in today’s competitive market.
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