Marketing, over the years, has always been about connecting with the right audience. This, today, means meeting your audience where they are already spending time, that is,  the internet. Companies across all sectors are therefore heading the `digital way', re-shaping its processes and ideas to fit the `online world'. Endorphins Entertainment is an example of one such company.  It was established in 2015 as a celebrity management firm but by 2017 it included Social Media management and Digital Marketing services in its portfolio of offerings after it witnessed the industry evolving into the digital space. Endorphins Entertainment is a brainchild of Ayesha Singh. The company was started with an aim to secrete happiness, internally and externally.

In an exclusive interview with Women Entrepreneur, Ayesha spills the beans on the ins and outs of her company and herself to make a difference.

Give us a brief overview of endorphins entertainment.

Endorphins was established in 2015 as a celebrity management firm. By 2017, we saw the industry evolving into the digital space so we started Social Media Management and Digital Marketing Services. Then, we ventured into providing creative services that includes collaterals, design, digital sketch, TVC, product and video shoot. We recently launched PR (both traditional and digital)  as a vertical at Endorphins Entertainment.

Since the foundation of the company, we have worked with clients from various verticals including automobile, media, lifestyle, and more.

Take us through your early educational journey & prior industry experience that you bring to the table.

I completed my education in Delhi. After completing graduation in Human Ecology, I pursued Masters in Communication with a specialization in Event Management. I then started my career working with event agencies. Honestly, if it wasn't for those experiences, I wouldn't have been where I am today. Each of those agencies gave me an immense understanding of what I wanted to become and polished me professionally.

Also, regarding leadership and people management, I think I always had it in me. I always wanted to make things better for the my fellow students in school and college as well. I guess that eventually translated to me honing my skills as a leader.

What motivated you to establish endorphins entertainment? Tell us about the underlying idea behind the organization & its unique features.

There were many. Since my childhood, I saw a leader in my house. My maternal grandfather. He fought three wars for India. Growing up with him, it inspired me to do for others and give back to the society that has given me so much. Being a single parent child, I was brought up by two strong women (my mother and grandma). They raised me to be confident and I guess that also motivated me to always be bigger than what I am.

Also, when I was working with other agencies, I saw how people were treated. Even I had some bitter experiences. That gave me the realization and understanding of how `not to treat people'. My motivation behind this company was to bring happiness and we continually try to deliver on that.

What are the various roles & responsibilities that you shoulder as the founder of endorphins entertainment? Tell us about some key business challenges.

My role at Endorphins is to create synergy internally and externally. Besides being the Co-Founder of the company, I am the Chief Synergy Officer and people management is at the core of what I do. We are a people centric organization and ensuring everyone is well is our utmost priority. I try my best to deliver on that. I strongly believe that we can deliver the best service, when we (employees) value what we do.

"We try our best to inculcate that in our work culture. To create the synergy so each of us are able to secrete `happy hormones'"

Also, the name of our company, Endorphins means ‘happy hormone’. So, we try our best to inculcate that in our work culture. To create the synergy so each of us are able to secrete ‘happy hormones’.

During the second wave of Covid, in between the months of April to July, like many companies, we too faced a lot of challenges. Most of our clients were not able to pay us at that point and they decided to end their partnership with us. As a team, we took a collective decision then. We completed the work of our clients, free of cost. Despite the challenge of `no payment' we continued to deliver and by August, we reaped the benefits of the same. Clients got back on their feet and we were paid.

At the face of adversity, we chose relationships over money.

In your opinion what are some of the most significant milestones that you have achieved through out your professional journey?

The biggest milestone we have achieved, according to me is the feedback that have come our way. Clients, both past and present have always given positive feedback. They have always appreciated our effort and work. Second, milestone is the fact that no employee has moved out because they were unhappy. Some, have definitely moved on, but, to better places. This, I believe is because of the culture and work environment that we have created.

These, according to me is our biggest achievement. At Endorphins, we also give utmost importance to mental health. I, personally get in touch when I hear someone is a little off. Covid and this new normal has affected us in many `invisible' ways. As a company, it is important we understand and empathize with our employees.

Ayesha Singh,  Founder,  Endorphins Entertainment

Ayesha, since she was school student led teams and worked to fix them. She enjoys managing people, creating a healthy synergy between employees. She is of the opinions that if there is positive energy, then the values translate into worth while work for the company. She works for and with her team.