Neel Shah has founded Mentopreneur - a brand consulting company dedicated to working extensively with funded start-ups, helping them navigate the path to growth from day zero.
Shah’s journey as a marketing professional began at 19 when he co-founded an experiential marketing company during his early days. He subsequently joined JWT as one of the youngest executives, where he was entrusted with the mandates of HUL brands such as Lux, Rin, and Sunsilk.
"At Mentopreneur, our primary focus is to enhance value before valuation for start-ups," Shah emphasised.
Later on, he became the first creative strategist at Schbang –the marketing solutions company, working closely with Harshil Karia, Akshay Gurnani and Sohil Karia.
During his tenure, Shah collaborated on creative campaigns and strategies for B2B and B2C brands - including Baskin Robbins, Nivea, Finolex Pipes, Godrej Expert, BBLUNT, and Rajasthan Royals. Notably, he also played a key role in launching Pidilite's Fevicol onto the digital media landscape.
“It's not easy to match the standards of Fevicol advertising on digital and Neel has done that to a large extent; speaks volumes of his creative abilities and passion,” said Vivek Sharma, CMO, Pidilite Industries.
In 2020, just before the pandemic and the subsequent start-up boom, Shah embarked on a new venture by establishing Schbang Theta, Schbang's consumer-centricity and branding division. Leveraging his experience with major brands, he developed tool books, processes, and workshops tailored to assist smaller brands and start-ups in achieving significant growth - RPSG’s Dr. Vaidya’s, Aditya Birla Group’s Hindalco, YoBoHo Media’s YouCurious were amongst the few brands with which he worked.
"This decade belongs to Indian entrepreneurship and start-ups, and start-up founders require special attention that traditional advertising agencies lack," asserted Shah.
Continuing his quest, Shah unveiled Mentopreneur—an enterprise committed to fostering the growth of start-ups and brands across all business verticals. Through branding strategies, marketing guidance and asset planning, and performance marketing expertise, Mentopreneur aims to act as an extension of a brand's team, delivering customised services tailored to the specific needs of every start-up.
Shah said, “Founders are very excited in the start and sometimes the excitement leads to chaos, it’s our job to steer that excitement towards clarity and focus. I keep saying - Go Inside, before you go outside. Over the past year, we have had the privilege of serving renowned names and working with exceptional brands, although I cannot disclose them just yet. Stay tuned for future updates."